Hasta La Creative!

Carnival Corp. is backing three new television shows about travel that will air Saturday mornings on the ABC, NBC and CW networks — a first for the cruise industry.

The shows, which begin Oct. 1, are part of a broader strategy by Chief Executive Officer Arnold Donald to change perceptions about cruising and generate new customers for the Miami-based company, the world’s largest cruise line operator. Carnival ran its first Super Bowl commercial last year and asked the general public to pick which ads they think the company should air.

The new programs begin just before the “wave season,” the first three months of the year, in which cruise customers typically book trips.

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