How Carnival Cruise Line Is Winning Over the Next Generation of Travelers

Welcome back to The Friday Fortune! We’ve officially entered that time of year when every group chat is split between “what are you doing for Labor Day?” and “can we just skip to fall already?” Whether you’re sneaking in one last summer Friday or pretending to answer emails while scrolling vacation deals, consider this your weekly moment of productive procrastination.

Each week, we bring you sharp insights from CMOs, brand builders, and marketing minds who know how to make people feel something and buy something. From bold campaigns to leadership lessons worth screenshotting, we keep it fun, because let’s be honest, good humor pairs best with good results.

Here’s what’s on deck this week:

• A sit-down with Amy Martin Ziegenfuss, CMO of Carnival Cruise Line

• American Eagle x Travis Kelce

• 13 creative campaigns to know about today

📈 Marketer of the Week

If there’s anyone charting the next wave of travel marketing, it’s Amy Martin Ziegenfuss, Chief Marketing Officer of Carnival Cruise Line. With a career built in the travel space at Choice Hotels and Hilton, Amy knows the power of creating experiences people remember. Now, she’s steering marketing for nearly 30 ships worldwide and redefining what “fun” looks like post-pandemic.

Since joining in 2023, Amy has led Carnival through a post-pandemic reinvention, balancing the loyalty of multi-generational travelers with attracting first-time cruisers. Instead of focusing on demographics, she zeroes in on mindset, targeting people who thrive on energy, connection, and shared experiences. These are the same people who host backyard barbecues, attend music festivals, and love a good tailgate. Carnival simply gives them a bigger stage to play on.

To reach new audiences, Carnival has leaned into TikTok, showcasing real stories that dispel common cruise myths like “it’s too crowded” or “you’ll be bored.” At the same time, Amy’s team has doubled down on partnerships that feel authentic. Guy Fieri, for instance, isn’t just a celebrity name on a restaurant, he sails with Carnival, brings his family, and even crafted a custom burger to celebrate the opening of Celebration Key. Dr. Seuss isn’t just a licensed logo either, families line up for live Green Eggs and Ham breakfasts onboard, making the brand experience unforgettable.

Beyond the ships, Carnival has brought its energy to sports and cultural events. From virtually flooding NBA and NFL courts with a Bahamian island reveal to bringing Carnival’s flavor to South by Southwest and the Super Bowl, Amy’s team ensures potential guests get a taste of the experience before they ever set foot on a ship.

And the future looks even bigger. Carnival recently unveiled Celebration Key, a destination boasting the Caribbean’s largest freshwater lagoon and a mile of private beach. Next up are new Excel-class ships like Carnival Festival, themed as a “music festival at sea,” complete with immersive dining, entertainment, and a massive family waterpark. Longer term, an all-new Ace-class fleet is slated for the end of the decade.

“Show your vulnerability, to show as a leader that you don't know everything. I think I thought initially that I had to have all the answers… And I now understand that that is not in fact my role. My role is to surround myself with people who fill in the gaps that I have and to lift them up and also to show people that it's okay to not always know everything.” Her team describes her personality as a spritz cocktail, upbeat, positive, with just the right amount of kick.

Amy’s Takeaway

Amy believes the best leaders don’t try to have all the answers, they create space for others to shine. By showing vulnerability and leaning on the strengths of her team, she fosters authenticity and trust. For her, leadership is less about perfection and more about building a culture where people feel empowered to contribute.

To hear more about how Amy is turning Carnival into a destination brand that celebrates fun together, listen to the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• American Eagle's Latest Celeb Collaborator? Travis Kelce, Taylor Swift's Fiancé. Nothing says 'boyfriend material' like becoming the face of American casual wear.

• 13 creative campaigns to know about today. Because your feed needs more genius and less generic.

• ZipRecruiter Cracking the Career Market with OpenFortune. Who knew the secret to 350 million social impressions was hiding inside a cookie this whole time?

• How Celsius is building on brand campaign success with college football. Celsius just schooled everyone on campus marketing.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team