The empty nest narrative is always sad — the kids leave, the house is quiet, what now? We said no to that. We coined "Honeyboomers" and flipped the story entirely. Your kids aren't gone. You're back. Half of all Aussie parents have forgotten how to flirt since having kids. We didn't sell cruises. We sold permission to be a couple again.

We commissioned national research to prove the tension, coined the term 'Honeyboomers™', got a relationship expert on board, and built a campaign around a story the media wanted to tell.

66 domestic features. 20M+ opportunities to see. International coverage delivering a further 17M OTS. A first-ever 'flirt class' at sea that generated its own media cycle.

And the result that actually mattered — an off-peak sales uplift double that of school holidays, achieved for the first time ever. Carnival trademarked the name and made it a permanent sub-brand.