Several of Carnival Corp.'s cruise lines adopted new policies that prohibit online travel agencies or cruise sellers from bidding on the lines' trademarked search-engine keywords.
The similar policies, adopted by Carnival Cruise Lines, Cunard Line, Holland America Line, Princess Cruises and Seabourn Cruises, went into effect Jan. 1.
A notice posted on Carnival's travel agency Web site, bookccl.com, said the prohibited keywords include names of its ships; its marketing slogans (World's Most Popular Cruise Line, for example); its products (Total Choice Dining, e.g.), or any other trademarked term. Agencies also may not bid on keywords formed by inserting typos into trademarked terms.
If an agency buys generic cruise-related keywords or keywords for destinations or ports served by Carnival on broad match keyword terms programs, Carnival said, the bidding agency "must ensure that its ads do not appear for consumer searches which include Carnival's Property or Typos in combination with the generic keywords."
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Source - ATW
