Strategic Design Partnership and Brand Management
Since 2022, Infinite World Studios has been an essential partner for Carnival's Global Casino Operation (GCO), the strategic core of Carnival Corporation’s nine brands, responsible for the highest revenue on the ships. GCO oversees casino marketing materials for all nine Carnival Cruise Line brands, and our collaboration has been crucial in delivering high-quality, brand-specific marketing campaigns quickly and reliably.
Carnival’s GCO manages casinos across its eight brands, including Princess, Carnival, and Holland America Line. Each brand has its unique identity, necessitating tailored marketing approaches to maintain brand integrity. Before our partnership, high demand for sophisticated marketing materials was stretching GCO’s in-house capacity. This all changed with our involvement, starting with the Cinco de Mayo campaign in 2022. The first major campaign, Burros and Bucks, set a high standard for the quality and speed GCO needed. This success quickly transitioned our role from a supportive one to acting like an in-house resource.
We’ve supported a wide range of marketing initiatives, including digital signage inside casinos, promotional banners, and materials for special events like Halloween activations. Additionally, we handle internal marketing campaigns, such as employee award events, across all brands, ensuring each aligns perfectly with its specific brand language and identity. Some of our notable campaigns include the Million Dollar Tournament, which features prize totals reaching a million dollars, and a collaboration with Winston in Las Vegas, enhancing brand prestige. We've also integrated onshore and onboard experiences through the ShoreX Exclusions collaboration and emphasized player engagement with the Voice of the Player feedback survey.
Given the diverse brand identities within Carnival's portfolio, we ensure each campaign is customized to reflect the individual brand's language and visual style. This attention to detail is crucial, especially during rebranding phases, where we adapt swiftly to maintain consistency and appeal.
Since 2022, the scope of our work with GCO has grown exponentially. What started with a few activations has expanded significantly to multiple campaigns and internal marketing efforts across all brands. This growth underscores our effectiveness and reliability as a central partner in GCO's marketing strategy.
The casino is the ship's most popular and fastest-growing activation, making it strategically vital for Carnival's revenue. Our role in creating and implementing complex, coordinated marketing activations has been central to this growth. By delivering exactly what GCO needs—high-quality, reliable, and fast—we ensure that GCO remains at the forefront of Carnival's business strategy.
Our partnership with Carnival's Global Casino Operation has demonstrated the profound impact of reliable and high-quality marketing support on a critical revenue-generating division. As a central, integrated partner, we continue to drive GCO's success, making sure each campaign resonates with the distinct identities of Carnival's diverse brands while consistently meeting the strategic objectives of the business.