Editors' pick: Originally published Jan. 31.
Carnival's (CCL) latest television series entitled "Good Spirits" sends cocktail chef Matthew Biancaniello off on its cruise ships to discover unique drinks from around the world and attract "young, upscale" viewers.
The series comes after Carnival struck a partnership with A&E Television Networks, a joint venture of Hearst and The Walt Disney Co. (DIS) . The 30-minute, 10-episode series will debut on A&E's FYI Network on Feb. 16 at 6 p.m. eastern and on the A&E station on Feb. 20 at 2 p.m. eastern., Carnival said in a statement today.
Carnival said the series follows Biancaniello as he "sails the globe" to find "extraordinary everyday people" and "farm fresh, native ingredients" to create "one-of-a-kind" cocktails.
"Good Spirits," which airs during the evening, helps Carnival gain "an entirely different group of viewers," said John Padgett, Carnival's chief experience and innovation officer, in today's statement.
For A&E, the series "fits perfectly" in with the network's content that "reaches a young, upscale audience," said A&E's Jim Hoffman, executive VP of strategic initiatives.
"Good Spirits" joins Carnival's three other travel-based shows under its OCEAN content portfolio, including Disney's ABC's "Ocean Treks With Jeff Corwin," Comcast's (CMCSA) NBC's "The Voyager With Josh Garcia" and CBS' (CBS) The CW's "Vacation Creation." The OCEAN portfolio launched in October.
Meanwhile, Carnival is not the only company using shows to reel in a diverse customer base.
Royal Caribbean Cruises (RCL) in its move to target teens, partnered with Los Angeles-based teen media company AwesomenessTV - a joint venture of DreamWorks Animation (DWA) , Hearst and Verizon Communications (VZ) - to create YouTube series Royal Crush.
And Mattel (MAT) and ABC teamed up last year to create YouTube series The Toy Box, a Shark Tank-esc competition show in which amateur toy makers face child judges who decide which inventions should be considered by Mattel for a marketing deal. The series will air sometime this year.
Shares of Carnival fell 1.28% to $54.93 in midday trading.