Arnold Worldwide

This is the world's largest children's book. It was put in Rockefeller Center.


This is the world's largest beach ball. It debuted in Dallas in October 2008...where the hell was I when this was going on!?


This is not the world's largest sandcastle, but it does look fun. It was part of a week long carnival extravaganza in Baltimore.

All of these activities were a part of Arnold's campaign for Carnival cruises. This campaign had the tagline "Fun for all. All for fun."

This campaign had national media placement in TV, print, and online. There was also a lot of non-traditional, guerrilla-esque advertising done on a local scale. There were several activities, a few of which are those mentioned above, implemented in big cities across the U.S. According to Arnold, the local advertising is what really helped drive traffic to Carnival's website. The focus on advertising at the local level seems to be catching on, as more agencies and clients are trying to reach consumers in unexpected ways, in unexpected places. Local advertising can be more valuable to consumers because it is not as centralized and homogeneous as a commercial that airs everywhere in the nation. Local advertising can also benefit the advertiser because it gives them the control to refine or adapt their message to better suit the geographic region the ad is being shown in. It makes people feel special, like the advertiser cares about them, when they know they are receiving something different than everyone else is getting. One element of this campaign Arnold did very well was that they managed to integrated their more specialized, local advertising efforts with a nationally known, charitable cause; in this case, they worked in conjunction with St. Jude Children's Research Hospital to create the giant story book. It started with Carnival teaming up with St. Jude and having an on-board contest where children wrote and drew a picture about the most fun thing they could imagine. These drawings were turned into the giant story book, The Dream Plucker of Perrysport, which was displayed in the middle of NYC. Carnival raised almost $3 million for St. Jude, and despite the strain of the economic recession, cruise bookings with Carnival went up.