In the United States, local broadcast news programs tend to have policies separating advertising and editorial content. However, there are times when community-based programs can be custom built in conjunction with a station which allows for cross-over between advertising and editorial to occur. Such is the case with Carnival Cruise Lines and KHOU-TV – the top station in New Orleans, LA. In an effort to engage the brand’s target audience in the market, the team created a compelling, branded entertainment integration that engaged the local community through a friendly competition among local area high school marching bands for their chance to win money for their school’s music program. In addition to running promotional spots encouraging participation, KHOU-TV was able to cover the competition as a news segment due to significant tie back to the community.

Carnival tapped into these two beloved pastimes, by becoming the official cruise line of the New Orleans Saints and enlisting local station, TV WDSU-NBC to help them find the “Most Spirited High School Marching Band” with the chance to win a $10,000 prize and the band’s performance on Sunshine during the ship’s Naming Ceremony.

Outdoor boards surrounding the city touted Carnival’s Sunshine as the only 100,000 ton Saints fan. Commercials during Saints games sparked excitement about the new ship, but more importantly Carnival’s shared pride for New Orleans. But cheering alongside fans wasn’t enough – Carnival’s goal included making a lasting impact on the community.

WDSU created television content calling for 3 minute video entries of high school marching bands performing their fight song. Gear was passed out from branded cars at football games while digital efforts focused on reaching students in their most active community, Facebook.

Voters selected Destrehan High School as the winner, and the students were surprised with a giant check at a pep rally, filmed by WDSU. In true New Orleans fashion, the performance at Sunshine’s Naming Ceremony could be heard for miles.

Changing opinions of well-known brands takes time, especially when the brand has had recent blunders. Carnival realized a positive shift in New Orleans’ attitudes toward the brand within a month!

•Agree Delivers a Quality Experience rose 18%

•Agree Carnival is Committed to Safety grew 21%

•Agree Carnival Is a Consistent High-Quality Vacation increased 26%

•Agree Carnival is Reliable increased 45%