Carnival Cruise Lines Stops Running Ad Featuring Roller Coaster
In response to the letter below from IAAPA President and CEO Paul Noland to the president and CEO of Carnival Cruise lines, Carnival is no longer running the ads referenced. We greatly appreciate Carnival’s prompt response to our request.
March 21, 2013
Mr. Gerald R. Cahill, President and CEO, Carnival Cruise Lines
Mr. Richard D. Ames, Senior Vice President Shared Services, Carnival Corporation and PLC
3655 N.W. 87th Avenue
Miami, FL 33178-2428
Dear Mr. Cahill and Mr. Ames:
I am writing to you on behalf of the 4,500 member companies of the International Association of Amusement Parks and Attractions (IAAPA) regarding one of your television spots that has recently come to our attention. It is the ad from your Land vs. Sea campaign (in at least two versions) that depicts people suspended upside down on a roller coaster. Here are links to the spots on YouTube:
We recognize that these spots are only two in this particular campaign. However, the creative treatment greatly insults many of our members who operate roller coasters around the world. The event illustrated is an anomaly within our industry, and to present such an event in any context other than that is ill-advised. Would you and your colleagues take offense if another organization incorporated recent Carnival news footage into their own marketing efforts?
In consideration of our industry’s concerns, we respectfully request you discontinue the use of this spot in your marketing and promotional campaigns.
On the “Business Conduct and Ethics” pages of your Investor Relations website, you state: “As a responsible global citizen, we are ardently committed to achieving and maintaining a high standard of professional and ethical conduct.” We hope that Carnival will uphold this commitment and maintain that high standard of conduct. As partners in promoting travel and tourism around the globe, we should be able to work cooperatively rather than build up one travel experience at the expense of the other.
I look forward to hearing from you regarding your decision on this matter.
R. Paul Noland
President and CEO
International Association of Amusement Parks and Attractions (IAAPA)
c: Mr. Micky Arison, Chairman of the Board and CEO, Carnival Corporation & PLC
Ms. Christine Duffy, President and CEO, CLIA