Known for his larger-than-life personality as Carnival Cruise Line’s Chief Fun Officer (CFO), Shaquille O’Neal now has a tiny sidekick, “Mini CFO,” who makes his debut in a creative new digital marketing campaign to promote the line’s short cruise offerings.

Through a series of engaging videos and digital media, the NBA Hall of Famer and his pocket-sized counterpart playfully highlight the convenience and affordability of Carnival’s array of three- to five-day voyages.  One of the 15-second online videos can be viewed here.

“Cruising is the best vacation around and Team Carnival is hard at work getting ready to sail again when the time is right. And my new pint-sized sidekick is the perfect way to let everyone know all the fun they can have on a Carnival cruise,” O’Neal said.

Carnival is the leader in short cruises, with departures from homeports along the East and West Coasts and the Gulf of Mexico.  Roughly half of Carnival’s fleet operates short cruise itineraries that visit top destinations in The Bahamas and Mexico, as well as private destinations such as Half Moon Cay and Princess Cays.

The “Mini CFO” campaign launches today across digital, social, CRM and trade, including the line’s travel advisor site, GoCCL.com.