Carnival Corp. will request consumers, even those who never set foot on an ocean liner before, to help design the campaign through social media before showcasing the said campaign on national TV early next year.
People who participate will enter contests that include free cruises. One participant will win a yearly cruise for life.
"We're literally going to walk them all the way through, from concept to pitch to final execution, and they'll get to participate in that and vote," Donald said. "In the process we'll help educate people about what cruising really is."
Donald did not disclose how much the campaign would cost them, though he admitted that the Miami-based company allocates over $500 million to promotions and advertising every year.
Carnival closes at $41.51 in New York Stock Exchange. The company's shares increased 3.3 percent this year.
