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Carnival Boards AMC Promo

9/15/2006 8:00 PM Eastern

AMC has partnered for a promotion to attract cable viewers with a yen for the open ocean.

The classic movie network, along with Carnival Cruise Lines, is sponsoring a sweepstakes that allows viewers and Web-site visitors to draft an essay explaining why they should win a cruise for themselves, plus up to 19 other people.

The “Your Cast Your Cruise” sweepstakes is designed to draw people to a new Carnival social networking sited, CarnivalConnections.com, where a family or group member can go to price cruises and invite others to book the same cruise. It runs through September.

“Carnival has supported the network for four years, since we began [inserting] ads,” said Arlene Manos, president of Rainbow National Network Advertising Sales.

Creative work was designed by Carnival’s agency, Cooper-HMS Partners of Coral Gables, Fla. The network will support the campaign with 30-second on-air spots, as well as print advertising in People.

Ads on AMC will direct viewers to the Web site, where they will fill out a multiple choice survey that includes questions about their movie preferences, in addition to the essay. The prize is worth an estimated $15,000.

Another 10 second-prize winners will receive a rolling duffel bag filled with Carnival- and AMC-branded merchandise, as well as a portable DVD player.

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