Background Being the largest brand in the cruise industry, Carnival achieves success by growing the category and increasing their share within it. In order to fuel that growth, Carnival works to build a strong presence in key local markets that support the brand’s strategic advantage of having the most ports in the US. Given that residents of these key markets have the ability to travel only a short distance and jump on a Carnival cruise, Carnival uses out of home to engage the audience and push that close-to- home message. Additionally, Carnival Magic, the newest, largest ship in the fleet, will sail out of Galveston beginning in November 2011. This is another driver of excitement for the Carnival brand and opens the door to further drive business from Texas markets. Obje

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