Estefania López 

Strategy Director  | Brand & Comms


Work

  1. Wells Fargo. Money Logic
  2. Carnival. Find your Fun Again
  3. Ikea. Chaos ends at home
  4. Exito. The City of Disadvantage
  5. Tecate. The Handbook for Real Men


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Carnival Cruise Line →
Find Your Fun Again


Goal. With interest in cruising outpacing the category size, Carnival launches its new brand positioning to capture growing demand.
Brand Strategy. In a world that’s lost its sense of fun, Carnival helps people find it again.

Comms and Audience Strategy. Show up with Carnival’s fun when people need it most, using media moments to amplify fun with New to Cruise, Lapsed Cruise and Repeat Carnival Cruisers.

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Brand Act. Make an unmissable statement about Carnival’s mission to make the world a more fun place. Social Media - OLV.
Awareness: Reintroduce Carnival by showcasing how its group-focused experiences are built for shared fun.
TV - CTV - OLV - Cinema - Social - Audio - OOH.
Bookings. Showcasing Carnival’s hero proof points and how its experiences deliver unmatched fun at great value. 
Social - Digital Programmatic & Retargeting - Loyalty Programming - Amazon.
Tentpole moments. Keep Carnival top of mind by showing up in culturally, amplifying fun across broad audiences.
New Year’s Eve - Bravocon - Grammys.
Go-To-Market Plan. The launch builds from momentum to demand from late October through March, carrying the brand through Wave season—when winter sets in and peak travel planning drives bookings for the year ahead.

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Ignition. Spark early interest and reintroduce the brand.
Momentum. Build scale and sustained visibility.
Action. Turn interest into bookings.
Heat: Show up during key cultural moments, especially in wave season, when winter drives demand.

Role.
Led Comms and Audience Strategy, Go-To-Market Plan and IAT integration. Supported Media Strategy.News. Campaign Live