Making Creator Headlines · Page 6
Carnival Invites the Internet on Vacation Without Clearing It Through Security
· New York time
Carnival Cruise Line will bring its Celebration ship to Twitch through Play Carnival, a streaming initiative beginning November 15 on the company's official account. Fleet cruise director Erin Weigand will be joined by creator iJustine, who will take on challenges aboard the ship. The project turns the cruise into both a setting for entertainment and a way to market the experience. Viewers can watch activity on board without buying a ticket, while Carnival gets an opportunity to introduce its ship to an audience already accustomed to following creators online. The choice of Twitch makes the pitch a live event rather than a conventional travel brochure. A company can show the trip as it unfolds and place a familiar creator inside the presentation. The audience gets a view of a vacation, and the brand gets a vacation with its own distribution channel. There is an appealing contradiction in advertising an escape by asking people to spend more time looking at a screen. The remote viewer can see the ship from a sofa, though the sofa does not come with the ship. Carnival's hope is presumably that the stream will make the difference between watching a cruise and booking one seem increasingly important.
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