Final Campaign Plan Book: Carnival Cruises

SO mUCH TO DO, SO MUCH TO SEA
Carnival
Our Team
Account Director
Mike
Smith
creative Director
Audrey
Schmid
Public R elations
Director
Rebecca
Walsh
Research Director
Maddy
Horan
media Director
Justin
Gluck
Integration
Director
Jessica
Stanislaus
Campain Book director: Rebecca Walsh
Assistant Director: Audrey Schmid
jessica stanislaus
Table of contents
Situation Analysis 04
Campaign Strategy 20
Creative Plan 28
Media Plan 33
PR & Promotion Plan 40
Attribution 51
situation analysis
Company History
THE NO. 1 cruise line company in
the world BY THE NUMBERS[1]:
47.8%
Of all cruisers in the past three

years cruised with Carnival [2].
The number of unique Carnival

ships sailing from 15 U.S. ports [3]
23
History of PR CrisEs
2001
Carnival pleads guilty to polluting the ocean
and falsifying oil-contamination records [7].
January 2012
Carnivals Costa Concordia strikes a rock off
the coast of Italy, killing 32 people [8].
1987
February 2013
Carnival Triumphs engine failure leaves
passengers stuck at sea for a week with limited
food and drinking water, no running water and
[4]
coins the incident the Poop Cruise [9] and

concerns about Carnivals safety and quality
surface [10].
Carnival carries more passengers

than any other cruise line and is
awarded the honorable name
Most Popular Cruise Line in the World
THE COMPANY VISION

Ted Arison founded Carnival Cruise
Lines in 1972 with the goal of creating a
visionary and innovative way of cruising
through variety.
Arison emphasized
the importance of accessible, onboard
activities such as live music and gambling.
Arisons vision is still present aboard Fun
Ships today. [5]
Fun Ships offer consumers entertaining

and exciting travel for a great value. Each
ship offers a wide variety of onboard
and off-board activities and excursions,
including a variety of dining options,
dance clubs, waterparks, kid zones,
multilevel theaters, sightseeing and
water sports [6].
5
Industry Trends
due to the stable economy and ship enhancements. The cruise industry will introduce 24
systems and low-sulfur engine fuel [11].
guests [12]. Although this increases the capacity of ships for more cruisers, industry observers
the competency of large crews to act in a state of emergency [13]. Success in the cruise
industry will depend on cruise lines maintenance of up-to-date safety procedures while
providing enjoyable vacations for the increasing number of cruisers onboard.
Competition within the cruise industry will grow due to the increase in Americans
ages 65 and up with household incomes of $100,000 or more, since this age segment that
is most likely to have taken a cruise in the last three years [14]. The increase in industry
competition will motivate cruise lines to stay highly attuned to their consumers needs. For
example, Mintel research asserts that the industrys most traveled consumers, individuals
aged 65 and up, are motivated by the variety of activities tailored to the individual
and affordable travel options. These insights will guide cruisers business models and
interactions with their key customers.
Overall, the tourism industry predicts that Caribbean cruises will be the number
one travel destination trend for 2014 due to ease of transport between destinations [15]
Additionally, vacationers are interested in traveling to destinations such as Cancun, Mexico,
another popular destination for many industry cruise lines [16]. Taking advantage of this
travel trend will maximize revenues for the cruise industry as a whole.
Consumer Analysis
Cruisers
Only one in 10 Americans have taken a cruise,

meaning there is a large segment of the
population that have not cruised [17].
Adults ages 65+ with a household income of
$100,000 or more are 30 percent more likely
than the average population to have taken a
cruise within the last three years [18].
Women are also slightly more likely to cruise
than men and married couples are also 20
percent more likely to have taken a cruise within
the last three years [19].
75 percent are White, but African-Americans
are 25 percent more likely than the average
population to have taken a cruise within the last
three year [20].
Carnival's
Cruisers
Those aged 45 to 54 are 17 percent more likely
than the general population to choose Carnival;

one quarter of Carnivals cruisers [21].
Majority White, but African-Americans are 55
percent more likely than the average population
to choose Carnival [22].
Range of household income levels: those
with household incomes of $100,000 or more
are more likely than the general population
to cruise, but those with household incomes
of $25,000 to $49,000 compromise nearly a
quarter of Carnivals users [23].
About 36 percent of have one or more children
[24].
86 percent enjoy spending time with their
families and 75 percent agree that family is the
most important thing to them [25].
money managers [26].
Love the idea of traveling abroad and more
than half like to travel somewhere different on
vacation every time [27].
Favorite vacation activities include sightseeing,
[28]
Non-Cruising Travelers
There is large segment of the population
who have traveled internationally and to the
Caribbean, a popular cruise destination and not
taken a cruise [29]. These people
going to the beach, sightseeing, visiting the spa
and shopping- all activities that current Carnival
cruisers enjoy and Carnivals cruises offer.
Are brave and adventurous, enjoy trying new
things that no one else has done and going on
a different vacation every time [30].
Enjoy when vacation activities are organized for
them, something Carnival cruises offer [31].
Travelers 65+ YEars old

Most likely cruisers and are 19 percent less likely
to take a Carnival cruise, 57 percent more likely
to take Norwegian and 45 percent more likely
to cruise Royal Caribbean [32].
250 percent more likely to be retired, and of
these retired individuals, 136 percent more
likely to be grandparents [33].
Travel and vacation is an important aspect of
the retired lifestyle and Mintel surveys indicate
that half of these seniors have plans to vacation
within the next year [34].
Not interested in acquiring more possessions,
so grandparents oftentimes spend money on
their family, treating them to vacations they
could not otherwise afford on their own [35].
In 2012, 41 percent of grandparents reported
spending their vacation time with their
grandchildren, and each year these numbers
continue to grow [36].
Value activities that encompass family activities,
which has led to increased multigenerational
travel [37].
Getting most of their income from Social
Security [38].
Value getting the best deal for their purchases
and very good at managing their money [39].
Competitive
Analysis
Key Selling Points:
Key Selling Points:
US-based cruise line that is the second largest

behind Carnival [40].
Size of its ships: the Allure of the Seas, which
can accommodate over 6,000 passengers, is the
largest cruise ship in the world [41].
Activities for all ages, particularly its recreation
activities: rock climbing wall, zip line and active
excursions [42].
Gold Anchor Service [43]
Freestyle Cruising: that gives customers
Target Market:
Target Market:
Older and Wealthier: Those with incomes of

$100,000 or more are 69 percent more likely
than the general population to choose Royal
Caribbean and those aged 65+ are 45 percent
more likely than the general population to
cruise with Royal Caribbean [44].
Experiencers: Appeals to active travelers who
are looking for new experiences [45].
Older and Wealthier: Those aged 65+ are 57

percent more likely than the general population
to use Norwegian and those with household
incomes of more than $100,000 are 67 percent
more likely to cruise with Norwegian [48].
Independent: Those who cruise with
Norwegian less enjoy when vacation activities
are organized for them [49]
Positioning:
Positioning:
Royal Caribbean positions itself as a luxurious

and high-class vacation experience that appeals
to the active vacationer. The brand is known
for its excellent customer service on and off
the ships, while serving as the innovators of the
cruise industry.
Norwegian positions itself as a unique blend of

exciting activities and a casual atmosphere that
has a distinctly different feel from other major
cruise lines. Norwegians brand is known for
dining times, resort-casual attire, a relaxed

[46].
Best Price Guarantee: will re-price a

customers cruise at the lowest published
price, or customers receive 110 percent of the
difference through onboard credit [47].
the desired cruise experience of all passengers.

9
Carnival's Competitive Advantage

Carnival currently sits as the number one cruise operator in the world, featuring the most American
majority of Carnivals homeports are in the South, where 42 percent of the population who have
cruised within the last three years lives [51]. The abundance of homeports combined with Carnivals
affordability brings convenience and budgeting advantages, as 43 percent of respondents to a
Mintel survey said they only drive to their vacation destination, and the majority of respondents
said they choose their vacation destinations based on cost [52]. Carnivals affordability allows it to
appeal to individuals and families with a wide range of socioeconomic backgrounds in a way that
the competition cant.
10
Cruise Line
Price
Top Three
Destinations
U.S. Port Cities Activities and

Excursions
Examples
Carnival
Cruise Lines
From
$35996
1. Caribbean
2. Mexico
3. Bahamas
Baltimore,
Charleston, Fort
Lauderdale,
Jacksonville,
Miami, New York,
Norfolk, Orlando,
Tampa, Galveston,
New Orleans, Los
Angeles, Seattle,
Vancouver
-Spin U
-WaterWorks
-Carnival LIVE
-Cave Tours
-Submarine Rides
-Sea Turtle and Ship
Wreck Tours
Norwegian
Cruise Line
From
$41996
1. Caribbean
2. Bahamas
3. Alaska
Honolulu, New
Orleans, San
Francisco, Seward,
Boston, Houston,
Los Angeles,
New York, Tampa,
Miami, Orlando,
San Diego, Seattle
-Ropes Course
-The Plank
-Rock Climbing
Wall
-Scuba Diving
-Parasailing
-Zipline Adventure
Royal
From
Caribbean
$50296
International
1. Caribbean
2. Bahamas
3. Mexico
Baltimore, Boston,
Cape Liberty,
Fort Lauderdale,
Galveston,
Honolulu, Miami,
New Orleans, Port
Canaveral, San
Diego, Seattle,
Seward, Tampa
-Rockclimbing wall
*7-Day Trip to
Caribbean, inaugural season
-RipCord iFly
-Ice Skating
-Glacier Trekking
-Exploring Myan
Ruins
-Cuisine Tours
Sources: All price, ports and activities and excursions were sourced from the cruise lines respective website. The top three
destinations were according to Simmons data.
Brand Analysis
CURRENT POSITION: The "FUN SHIP"
Carnival Cruise Lines is positioned as the Fun Ship, an inexpensive vacation option that offers
a fun and enjoyable experience for all types of cruisers. Carnival adheres to a budget friendly cruise
experience, appealing to a wide socioeconomic range but this strategy also creates disadvantages
such as having lower customer loyalty and perceptions of cheap branding.
Carnival is the most used cruise line due to its prices, convenience and consistent quality [53].
Carnival also emphasizes the variety of activities offered to people of all ages and backgrounds.
It appeals to families with their Camp Carnival, Circle C and Club O2 programs for children
aged 2-17. Carnival also offers a Great Vacation Guarantee that completely reimburses unhappy
travellers.
In 2006, Boston-based marketing agency Arnold Worldwide created the Fun Ship campaign,
and they have handled the majority of Carnivals marketing and advertising efforts ever since [54]. In
September 2013, Carnival implemented its Moments That Matter campaign, which emphasized
a memorable vacation experience that will bond families, friends and relatives. The campaign
gether to take a cruise and post photos of their experience. The photos were posted in real time on
[55].
The campaign was incredibly successful, as public perceptions of Carnivals brand returned to
pre-Carnival Triumph levels [56].
While Carnival users have generally positive opinions about the company, users are slightly
unhappier than users of many other cruise brands. Of nearly 20,000 reviews on cruisecritic.com,
73 percent of Carnival users loved it, whereas 80 percent of Royal Caribbean users loved it.
Carnivals rating based on user reviews on ConsumerAffairs.com is under 1.5/5 stars, which is lower
than all other cruise lines listed on the site, although most are just below 2.0/5 stars. Typical issues
in user reviews range from bad experiences with cruise employees, sickness from food served or
problems with accounts and payments.
There are both positive and negative connections between Carnivals brand positioning and
brand perceptions, as a wide socioeconomic range of people view it as an affordable and convenient
vacation option, yet some view it negatively as a cheap brand and prefer other major cruise lines.
11
Media Usage Analysis

Although digital consumption is aggressively increasing, TV continues to lead average daily
media use within the United States. According to an eMarketer survey of U.S. adults, the average
television consumption in 2014 was 4 hours and 28 minutes. Television also leads media outlets
in terms of reach with 95 percent of all adults surveyed, which is 10 percent more than its closest
competitor [57].
In the case of cruise liners; Carnival spends 65 percent of their media expenditure on
television advertising, which equates to a 35 percent share of voice when compared to other
cruise lines advertising on TV. Their largest competitor, Royal Caribbean, spends about 86 percent
of their budget on TV advertisement, giving them a 56 percent share of voice in the advertising
market [58].
In 2014, average television consumption

was 4 hours, 28 minutes. Carnival spends 65
percent of media expedentiures on television
advertising.
Television, however, is not the only successful media outlet for cruise companies attempting
to reach target audiences. People who have taken a cruise in the last three years are 44
percent more likely to agree that the Internet helps them to plan and book their vacations [59].
Additionally, of people planning a cruise in the next 12 months, 67 percent agree the Internet has
changed the way they get information [60].
cruise lines. Carnival consumers are 37 percent more likely to agree that the Internet helps them
plan their vacation and 43 percent agree they do more of their shopping on the Internet than
before [61]. This supports the fact that Carnival uses direct marketing, such as banner ads, to drive
[62]. Carnival
also maintains a strong social media presence, as the brand has over 127,000 Twitter followers and
over 65,000 Instagram followers, both of which are the highest of any cruise line.
CARNIVAL'S 42 PERCENT SHARE OF VOICE LEADS THE

CRUISE INDUSTRY'S INTERNET ADVERTISING.
handle the account. Their objective was to help change brand perception after receiving backlash
from consumers. This was demonstrated by Carnivals $25 million media expenditure to promote
their Moments That Matter campaign previously mentioned. The plan was created to show
people the unforgettable memories and experiences guests have while vacationing with the cruise
tactic aimed to catch the attention of people looking to make holiday plans [63].
12
Creative analysis
"Let the Fun Begin (2008)
Position Carnival as the Fun Ship
In a series of three video clips, Carnival targeted
families, and couples (through romance) [64]. Each clip
was devoted to target one of the three segments,
featuring relatable actors participating in activities
appealing to the target market. In addition to video
clips, Carnival produced print ads and marketing kits
for travel agencies [65]. Through consistent use of
laughing and smiling actors, vibrant colors and upbeat
music, the campaign helped to position Carnival as
the Fun Ship.
"FUN FOR ALL. ALL FOR FUN. (2008)

Reinforce Carnivals position as the Fun
Ship [66].
The campaign included video clips featuring a Fun
Director who narrates fun; for example, narrating
the physiological responses you would experience
if you were to slide down Carnivals mind-erasing
waterslide, citing endorphin release and a shower
of happiness inside your brain. Carnival took its
campaign to social media, increasing impressions
and awareness. The FUN FOR ALL. ALL FOR
FUN campaign also included a series of events; for
example, showcases of the worlds largest beach ball
and piata [67] .
13
"Land vs. Sea (2011)

Recognizing that 76% of Americans
have never cruised before, Carnival
Cruise tailored this campaign to attract
[68] . Consistent with
past campaigns, the advertisements
employed humor, juxtaposing relatable
land disasters to the care-free nature of
Carnival.
"Moments That Matter (2013)

Improve brand image and regain public trust after PR Crises
The Moments that Matter campaign was
Triumph [69]. Straying from
Carnivals usual high-energy, fast-paced and
humorous executions, this campaign took a
more sentimental approach [70] . After asking
the public to share their photos and videos
from Carnival vacations and generating over
30,000 pieces of content, Carnival created
video clips by juxtaposing the submissions
[71]
14
friend and peers has on audience members,

the campaign was able to successfully
rebound Carnivals image, regaining the trust
of the public.
{Analysis of Competitor's Campaigns }

GET OUT THERE (2000)
Reposition brand and improve
perceptions of the brand [72]
THE NATION OF WHY

NOT? (2008)
Promote Royal Caribbean to
This
campaign
aimed
to
improve audiences perception
of and attitude towards cruising.
Advertisements shined a more
adventurous and exciting light
on cruising, featuring cruisers
participating in adventurous
activities, such as rock climbing.
Different forms of media were
utilized, including TV spots and
print. The campaign resulted in
a 68 percent increase in brand
preference and earned the 2002
Similar to Carnivals Land

vs. Sea campaign,marketing
[73].
time consumers, challenging

audiences to part from land
and venture the sea [74]. This
campaign aimed to position
cruising above land vacations in
consumers minds by advertising
the variety in activities offered on
Royal Caribbean. Such variety
land vacations, where access to
variety in activity is much more
limited.
YOURE FREE TO...WHATEVER
brand and promote free-style cruising

Like both Carnival and Royal Caribbean,
cruisers. The campaign highlighted
NCLs laid-back, free-spirit by
juxtaposing stereotypical, uptight cruise
scenes next to adventurous scenes
aboard Norwegian cruise lines [77].
The advertisements emphasized the
THE SEA IS CALLING (2011)

Change the perception of
cruisers by creating a more

emotional appeal.
Like Carnivals Moments that
Matter, Royal Caribbeans
newest campaign takes a more
sentimental approach, playing
on the human attraction to and
sentimental memories created
near the water [75] . Consistent
with the campaign theme,
The Sea is Calling. Answer It
Royally, the campaign portrays
individuals answering a seashell
phone [76].
CRUISE LIKE A NORWEGIAN

(2011)
Distinguish NCL from competitors [78]
The campaign work to distinguish NCL
by promoting NCL as a culture. This
culture/lifestyle is portrayed as being a
conglomeration of the best elements
of each and every destination. It means
partying like a Brazilian and dining
like a Parisian [79]. The campaign also
employed social media to further involve
audience members.
15
Public opinion Analysis

years, the travel industry is still recovering from a strained and stagnant economy [80]. A recent
Gallup poll reported that two-thirds of Americans plan to travel this summer, the highest amount
since 2006, but individuals are more likely to drive to their intended travel destination and vacation
for shorter time periods [81]. In addition to industry-wide challenges, Carnival Cruise Lines faced
a unique set of complications following recent publicity nightmares. After the Costa Concordia
capsized and the Carnival Triumph became the Poop Cruise, Carnival must address industry
concerns for stakeholders in order to maintain its position as the top cruise line [82].
Carnivals quality, trust and purchase intent reviews all declined following the Poop Cruise [83].
In addition, 27 percent of respondents stated that the recent issues with the Costa Concordia and
Poop Cruise engine failure were deterrents in choosing to cruise [84]. BrandIndex, a company
that tracks consumer perceptions in the terms of buzz or all positive and negative reviews an
individual has heard about a brand, compared Carnivals brand perception drops in February to
levels comparable to those of the 2010 BP Oil Crisis and Toyota driving mishaps [85].
BrandIndex polled consumers in February of 2014, a year after Carnivals PR crises,
and found that Carnival was at nearly the same brand perception levels prior to the publicity
nightmare, a score of roughly -4.4. This score indicates that people still heard slightly more
negative things about Carnival, but it is a vast improvement from the prior score of -23.6
the previous year. BrandIndex attributes the surprisingly fast return to normalcy to Carnivals
reliability review board [86]. Thus, it is essential that Carnival continues to emphasize initiatives to
increase reliability and maintain safety.
Carnival is addressing concerns about ships reliability and staffs disaster preparedness by
engine rooms [87]. In addition, Carnival recently committed to building a new $50 million training
facility in the Netherlands to increase staff members training and research in order to promote staff
knowledge and preparedness [88].
16
Stakeholder Analysis
Carnival Employees
Government agencies
Carnival Partners
Environmental
Agencies
Carnival Stakeholders
Port Cities
destination cities
Returning Cruisers
17
SWOT Analysis
Strengths
Weaknesses
1. Strong Customer and Brand

Perception Improvement
1. History of PR Crises
2. Social Media Presence

3. Budget-Friendly
2. Cheap Perception
3. Not Preferred by those 65+
Opportunities
THreats
1. Multigenerational family
vacations
1. Fluctuations in the Economy
2. New, Innovative Ships

3. Majority of US Population
hasnt cruised
18
2. Travel Distance to Ports

3. Safety Concerns
issues and Implications
Brand
Image
Carnivals short-term cheap prices have translated into damaging

long-term brand perceptions as being a cheap cruise, rather than
an inexpensive or budget-friendly quality cruise line. Additionally,
Carnival position themselves as the Fun Ship, however fun
means something different to each individual. In order to improve
brand perceptions, Carnival must reposition itself, focusing on its
myriad of quality experiences and vacation options for a great value.
Multigenerational
travel
SAfety
perceptions
Multigenerational travel is a growing trend in the vacation

industry. Both families and those ages 65+ who are either retired
and/or grandparents greatly value spending time with their
family. As this continues to be a trend in the industry, by targeting
and advertising multigenerational travel, Carnival can not only
remain dominant among families, but also increase its share of
those ages 65+ as a way to go on vacation, while also spending
time with their family and activities to entertain the entire family.
After the Carnival Triumph and Costa Concordia

accidents, consumers trust and perceptions of the safety
of Carnivals cruises dropped. Although Carnival has been
able to revive itself after these incidents, it is important for
Carnival to be known as a safe cruise line to retain its current
consumer, but also attract those who have never cruised.
19
Campaign strategy
Campaign objectives
1. improve brand image
bargain promotions, and Fun Ship tagline. Capitalizing on the success of the Moments that
Matter advertising campaign, Muse Integrated Marketing will continue improving Carnivals brand
perception through the new So Much to Do, So Much to Sea campaign and public relations efforts
[89] . Our goal is to increase public perceptions so Carnival scores positively on the 2015 BrandIndex
Mid-Year Buzz Report.
2. increase sales
According to Mintel, nine out of 10 Americans surveyed have not taken a cruise in the past three years.
Therefore, about 280 million Americans are not cruising. Among targeted ages and demographics,
Muse Integrated Marketing will emphasize Carnivals unique selling point of variety and affordability,
key concerns for new cruisers. Muse Integrated Marketing will increase sales by 3% in 2015 through
the So Much to Do, So Much to Sea advertising campaign and highly segmented media buys.
3. improve perceptions about safety issues

Perceptions about the Carnival brand are still negative following recent PR crises. According to a
2013 Harris poll, 27 percent of respondents stated that the Costa Concordia and Carnival Triumph
issues were deterrents in choosing to cruise [90]. Consumer perceptions continue to improve but
concerns regarding cruise safety remain [91]
safety measures on ships [92] and committing $50 million to a new staff training facility [93]. Muse
Integrated Marketing will implement a system of public opinion polling in regards to Carnivals
safety that will be conducted before, during and after the campaign, with the goal of showing
and PR campaigns.
21
Consumer target markets

Primary consumer target:
"The adventurous and tRavelling family"
White adults ages 35-44 with children

Currently living in the South
Household incomes of $100,000 or more a
year
College Education
Previous travel to Caribbean but never cruised
Busy and adventurous individuals
Value spending time with families
BEAU AND GRACE WALDORF: CHARLESTON, SC

Married for 14 years
Two Children: Ivy (14) and Jackson (11)
Spend free time outside of career with family
Poor money managers who enjoy indulging children with
experiences they didnt have as kids
THE WALDORF FAMILY
BEAU (44)
Project manager for

McCrory Construction
Adventurous
Enjoys taking risks
Motivated by career
advancement
Hobbies include exercise,
the guitar, trips to the
beach, fantasy football and
attending sporting events
Family Hobbies
Go-carting
Beach trips
Playing games
Trips to the zoo on Saturday
afternoons
Vacation Habits
Love the idea of going abroad
Previous travel to Bahamams
and Mexico but new cruisers
Enjoy water sports, tennis,
skiing, camping, the beach
GRACE (42)
Clinical lab technician at

MUSC Childrens Hospital
Constantly planning for
familys future
Attends childrens sporting
events
Enjoys socializing with
other parents
Hobbies include cooking,
gardening, scrapbooking,
volunteering, socializing
WHY THE WALDORFS?

1. PREVIOUS TRAVEL: Parents age 35-44 are 37 percent more likely than the general population to
have traveled to Mexico or the Bahamas but never cruised. They share vacation interests and values
with current Carnival consumers. Carnival also offers preferred activities and destinations, making
them a strong target market.
2. LOCATION: According to Mintel, those who vacation dont like traveling far in order to reach their
vacation destination. The high concentration of ports in the South makes Southern families a key
target. The South has the greatest population of cruisers yet only one in 10 Americans have cruised,
leaving a large untapped population for Carnival.
3. VALUES: According to Mintel, respondents believe vacations are a time to spend with people that
matter and experience new things. Parents aged 35 to 44 enjoy spending their time at home with their
family, yet dads this age are very career driven. Thus, cruises offer family oriented and career driven
individuals, a break from work to spend time with their active and adventurous family abroad [94].
22
Consumer target markets

SECONDARY CONSUMER TARGET: "THE NEWLY RETIRED COUPLE"
African American couples
Living in the South
Age 65+
Interested in travel
Travel with family

First-time cruiser
JERRY AND CHRISTINE WILSON: JACKSONVILLE, FL

SPENDING VALUES
VACATION PREFERENCES
Money management
Short trips and all-inclusive vacations for
Seek out best deals
international travel
Support environmentally friendly companies Pre-organized activities
{JERRY age 65}
- Workaholic
- Spends time at local country club
- Active member of church board and veterans club
- social hostess
- active involvement in local church
- enjoys spending time with grandchildren
- importance of enjoying life and not worrying about future
{christine age 65}
WHY THE wilsons?
1. AGE: The population of those ages 65 and older will continue to grow over the upcoming years, and
according to Mintel, a majority of their time will be spent doing leisure activities, including traveling.
Mintel surveys report that half senior respondents plan to go on a vacation in the next year. This
demographic is the most likely to cruise, however they greatly prefer to cruise with Norwegian or
Royal Caribbean. It is important for Carnival to increase its popularity within this demographic.
2. VALUES: Multigenerational travel is a growing vacation trend, and 65+ grandparents greatly
value spending time with their family. In 2012 41% of grandparents reported traveling with their
grandchildren [95]. They also value vacations that offer activities for every person in the family,
according to Mintel those age 50+ cited that a variety of activities for different members of the family
as one of the most important elements of a family vacation. Carnival cruises allow this demographic
to spend time with their family, take a vacation, but also offer activities to entertain themselves
together and separately.
3. BUDGET:According to Mintel, 65+ grandparents will be getting a majority of their income from
Carnival will target this demographic with its competitively priced packages.
23
MARKET POSITION
Unique Selling proposition
With the most ships and homeports of any cruise line in the world, Carnival offers a variety of
unique vacation options. The plethora of activities combined with the lowest prices in the industry
creates a value that is unmatched in any other vacation experience. According to a 2011 Mintel
report, the type and variety of activities offered by the destination and the overall cost are two of
the top concerns for families when choosing a vacation [96]. Our unique position in the vacation
industry will be attractive to our target markets, who are looking for an affordable family experience
with activities for different family members interests, while allowing the family to spend time with the
people who mean the most to them [97].
Branding and positioning

Carnival currently position itself as the for American families.
Fun Ship, emphasizing a positive experience
The kids will be excited about Carnivals
for all Carnival cruise passengers. However, waterparks and various youth clubs because
this strategy spreads Carnival too thin because they value family time and an array of activities
where they can interact and play with other
target audience. Muse Integrated Marketing kids their age. [99] Mom and Dad will be happy
to bring the family together for a new vacation
demographics, values and vacation preferences experience, as the vast majority of adults say that
align with Carnivals vacation experience. Our spending time with the valued friends and family
advertising strategy will highlight the variety members, having new experiences and relaxing
of vacation activities available, bringing the are the most important aspects of a vacation
family together for a bonding experience while [100]. Parents will also be excited to give their
giving each individual family member their own children a new and unique vacation experience,
activities to be excited about. Both of these as nearly three quarters of parents between
are very important to families when choosing a 35 and 44 value giving their children vacation
vacation experience [98].
experiences that they didnt have themselves
Our campaign will build on the success of [101]. The grandparents will enjoy spending time
the Moments That Matter campaign by giving with their whole family [102] and will appreciate
each family member unique reasons to be excited Carnivals affordability, as grandparents 65 and
about a Carnival vacation, as multigenerational older tend to believe that they are careful with
vacations continue to become more prevalent their money [103].
24
"So Much to Do, So Much to Sea
"So Much to Do, So Much to Sea

Muse Integrated Marketing will implement the tagline So Much to Do, So
Much to Sea to express Carnivals unique position in the marketplace that combines
an incredible variety of vacation experiences with maximum affordability. The entire
Carnival experience will bond a family through the variety of adventures that they
will take together, and every member of the family will have their own activities to
be excited about. This theme will be present throughout our advertising efforts,
garnering excitement about the Carnival brand experience.
25
SCOPE
Starting in January of 2015 and continuing throughout the cyclical year, Carnival Cruise Lines will launch its new
campaign to broaden its consumer audience and increase revenue. The campaign will last a full calendar year and
Carnival will use a pulsating strategy during peak purchasing periods, the times leading up to school vacation periods.
The idea is to bolster awareness of the Carnival brand as families decide how to spend their vacation.
time, from January to March, is when the largest percent of cruise travelers book their
vacations at sea [104]. Capitalizing on the empty calendar and chilly winter months,
Carnival will offer its best extra-value promotions for the coming year. The traditional
media channels used during this time will be television, both cable and network,
national radio, national newspapers such as The New York Times and Sun-Sentinel,
and out-of-home placements in subways and train stations.
Channel advertising will use the Super Bowl to roll out new commercials that
highlight the latest options and choices for the targeted consumer. In comparison to
the general population, men who are 35-44 years old are 68 percent more likely to
watch post-season football [105]
up TV advertising during these events will help Carnival reach its female audience
because women are 27 percent more likely than the general population to enjoy
celebrity news and gossip [106]. Channel advertising will target both genders due to
the collaborative nature of decision-making in most households because parents are
[107].
MEDIA MIX
television
61%
17%
10% print
radio 9%
interactive
& online
3% OUTDOOR
Carnival will focus on maintaining its media presence through online and social media
more likely to be social media users and 31 percent more likely to use the Internet to book vacations [108]. These
Carnival site. Spot andnational radio advertising as well as national newspaper advertisements will continue. .
capitalize on opportunities for travel due to schools summer break periods as well the premier of blockbuster summer
movies. When considering a target demographic of 35-44 years olds with children, the movie theatre is an excellent
outlet to reach families who care about spending time with each other [109]. Carnival will use pre-roll and integrative
advertising in conjunction with the premiers of Minions and The Fantastic Four [110]. These movies will be
will emphasize Back to School promotions in an attempt to spark bookings for winter break.
will use Google search and retargeting advertising to build brand recognition and establish a leading position on the
Internet because individuals between age 35 to 44 are 24 percent more likely than the general population to look to
the internet for information [111]. Strategic placement of banners ads will also be heavily used on websites frequently
used by our consumer [112].
Throughout the entirety of the campaign, localized radio and print advertisements will run to guarantee a more
because consumers prefer to travel to destinations they can reach by car [113]. The targeted Southeastern area of the
country will include Carnivals port cities such as Charleston, SC, Fort Lauderdale, FL, Miami, FL, and Tampa, FL. [114]
In addition to localized radio and print advertisements, Carnival will continue using geotargeted e-mails to maintain
customer relationships and build brand loyalty with the main target in the south because individuals age 35-44 enjoy
learning about new products and services via e-mail [115].
26
Creative Brief
There are currently three key issues facing Carnival: its negative brand image, narrow consumer
market and concerns about safety. Muse Integrated Marketing has designed this advertising
cruisers within our target market to consider taking a cruise via Carnival. To do so, the campaign will
secondary markets differ in age, race and lifestyle. By targeting these two varying markets, we hope
to further broaden Carnivals consumer audience.
To improve upon Carnivals negative brand image, the campaign will concentrate on exuding
a friendly, vibrant and light-hearted tone. The creative executions will be relatable, making the brand
more appealing to target markets. Research on the interests, attitudes and vacation adventure
preferences will inform our appeals to each family member within our target markets.
Muse Integrated Marketing has also established Ellen DeGeneres as Carnivals spokeswoman. As the
face of the brand, our target markets will associate Ellens friendly and light-hearted perception with
eyes of audience members. After encountering this campaign, audience members will be captivated
the night before Christmas, or the feeling of leaving work on a Friday afternoon, excitement will ensue
enough for the entire family to enjoy.
Both our primary and secondary markets are very family oriented. Each member of these groups
has individual goals and preferences during leisure time and vacation, but they share the common goal
of the family.
To promote this desired image, the campaign will take on a light-hearted and vibrant tone with
sentimental undertones. By using Ellen DeGeneres as our spokeswoman, employing playful copy and
incorporating upbeat music, the campaign will elude a more charismatic and light-hearted tone than
previous Carnival campaigns. Through featuring families and implicitly promoting family bonding, the
campaign will provoke sentimental undertones while remaining exciting and enticing.
27
CREATIVE
PLAN
The Creative Concept
Out of our unique selling proposition, we constructed a big idea that focuses on
variety and affordibility. The variety of activities available aboard Carnival facilitate the
every individual family members ideal vacation.
Tagline: So Much to Do, So Much to Sea
Looking to phase out Carnivals current tagline FUN FOR ALL. ALL FOR FUN, Muse
Integrated Marketing has developed So Much to Do, So Much to Sea, a tagline that
embodies our new big idea, communicating and promoting the vast array of activities
available at sea with Carnival.
Logo
Muse Integrated Marketing plans to keep Carnivals current
logo to maintain brand recognition. To maintain cohesion
between the brand and the campaign, So Much to Do, So
Much to Seas color scheme is inspired by the colors found
within this logo. Such unity will work to further enhance brand
recognition.
Appeal to Tarket Markets
Primary Target: Adults age 35-44 living in the South

Families, who are interested in family-bonding and traveling, will be attracted to the
variety of activities highlighted throughout this campaign.
Carnivals array of adventurous and unique activities will appeal to children, a
demographic, children will encourage purchasers to book vacations with Carnival.
Secondary Target: Seniors Age 65+
Simmons research has shown that this newly retired generation has a lot of free time
and is interested in spending it on leisure and family activities. By advertising the
variety of relaxing activities offered our campaign will make Carnival more attractive
to this market.
This market is family-orientated; therefore, they will be attracted to the concept
multigenerational travel that is portrayed throughout this campaign.
How the Audience Should Feel
When encountering the So Much to Do, So Much to Sea campaign, curiousity will be
catalyzed within the audience. They will be intrigued by the different offerings and become
captivated by the possibility of traveling with Carnival. Such curiousity will prompt audience
member to research Carnival further, whether it be by talking with friends, visiting Carnivals
website, connecting with Carnival over social media platforms, etc.
Additionally, potential consumers will feel a rush of desire- they will begin to crave a Carnival
vacation. Just as you long for the weekend after a hectic week, or yearn for a cold glass of
lemonade on a hot, August day, audience members crave a vacation aboard Carnival. The
vibrant colors and high energy photos featuring beautiful oceans, families bonding and an
array of the available activities will help to entice this excitment.
29
Unifying Elements
Visual
To create cohesion throughout the campaign, Carnivals standard red and blue will be employed across all visual media. The tagline So Much to Do, So Much to Sea will be prominently displayed in a bolded, white, bebas font. The consistent use of bright images will also
unify the visual aspects of the campaign, making So Much to Do, So Much to Sea more
recognizable to audiences.
Audio
This campaign will adopt Duke Dumonts I Got U as Carnivals new jingle. Muse Integrated
Marketing selected this song for its upbeat, tropical sound and lyrics, which stress the importance of relationships. In addition, our spokeswoman, Ellen DeGeneres, will be featured in all
radio and TV spots.
Interactive Media
Click to reveal your adventure
Want to
do and sea
more?
click here.
By clicking on the ad, a

new screen will open,
asking the user to take
a picture with their best
scream face. A video
will then play, of their
face on an actors body
sliding down Carnivals
waterslide.
1. Turn on webcam
2. Line face up with outline
So Much to Do,
So Much to Sea.
Billboard
3. Take picture with your best

"scream " face
I WANT
MORE!
So Much to Do,
So Much to Sea
30
Online Banner
PRINT
So Much to Do,
So Much to Sea.
So Much to Do,
So Much to Sea.
So Much to Do,
So Much to Sea.
www.carnival.com * www.facebook.com/Carnival @Carnival @CarnivalCruise
RADIO BROADCAST
Length: 30-seconds
MUSIC: I GOT U - Duke DUMONT
(FT. JAX JONES)
Length: 60-seconds
ELLEN DEGENERES: Sometimes, its hard to make
everyone happy
DAD: Alright kids, what do you want to do today?
SON #1:
ELLEN DEGENERES: Ellen Degeneres DAUGHTER #1: Ew, no. We are going shopping.
here. As a comedian its my job to make
everyone happy.
SON #2: Nooo, we always golf. Lets go to the waterUnfortunately, not everyone can be as
funny as me.
ALL FAMILY: *BICKERING*
By booking a trip with Carnival Cruise

Lines, you can make everyone happy too. With the variety of activities
offfered aboard Carnival ships, everyone
tion.
MOM: I need a Spa Day
So go ahead, what are you waiting for?
With a seemingly unlimited number of activities aboard

Carnival ships - from golf to waterparks to spas- every
Carnival Cruise- So Much to Do, So

Much to Sea
MUSIC: I GOT U- DUKE DUMONT (FT. JAX JONES)

ELLEN DEGENERES: Thankfully, by traveling with Carnival Cruises, you can make everyone happy.
dream vacation.
ELLEN DEGENERES: Carnival Cruise- So Much to Do,
So Much to Sea
31
TV BROADCAST
32
Media
Plan
objectives & aperture

MEDIA OBJECTIVES
Our goal at Muse Integrative Marketing is to effectively reach our target audiences
and differentiate Carnival from its competitors. We will accomplish this through the
systematic allocation of our media expenditure and the creative, fresh advertisements
we devise. There will be an emphasis of both time and location in order to communicate
with the desired audience at the perfect buying point.
MEDIA APERTURE MOMENT & TIMING
The Carnival So Much to do, so Much to Sea campaign will launch in January
2015, just in time for the start of Wave Season. This period of time, between January and March, is an ideal commencement date seeing as it is the most popular
time of the year to book cruises. The campaign will span a full cyclical year, ending in
December of 2015. Muse will be utilizing a pulsating strategy to amplify advertising
during peak purchasing periods. These two periods include:
1. WAVE SEASON: This is the most popular time of the year for booking a cruise as people
are arranging their spring and summer vacation plans. During the months between January
and March (quarter one) we will heavily advertise using impact, non-impact, and interactive
shows to maximize the amount of impressions and audience reach. Must believes advertising
during this programming will be impactful because men who are 35-44 years old are 68
percent more likely to watch post-season football and women of that age are 27 percent
more likely than the general population to enjoy keeping up with celebrity news and gossip.
2. BACK TO SCHOOL SUMMER SEASON: throughout quarter three, this includes the
months of July-September, Muse will implement another upsurge in advertising spending.
This period of time marks the beginning of summer until children go back to school. Our
premiers, such as Minions and The Fantastic Four, by advertising in theatres across the
country. The advertising will focus on promotional deals Carnival offers in preparation of
holiday school vacations.
Although our spending will be focused on impact media during these periods, Muse
will continue to advertise with non-impact media throughout the year in an effort to
maintain contact with current and potential customers. We will advertise on traditional
outlets such as TV, radio, print, and online, to ensure regular communication between
Carnival and their target audiences.
34
regionality
Throughout the entirety of the campaign, localized TV, radio, and print advertisements will
near the majority of Carnivals port cities because consumers prefer to travel to destinations they
can reach by car. The targeted Southeastern demographic will include the port cities of Galveston,
TX; New Orleans, LA; Norfolk, VA; Charleston, SC; Jacksonville, FL; Orlando, FL; Fort Lauderdale,
FL; Miami, FL; and Tampa, FL. In addition to localized radio and print advertisements, Carnival will
continue using geo-targeted e-mails to maintain customer relationships and build brand loyalty with
the target because individuals age 35-44 enjoy learning about new products and services via e-mail.
35
non-impact media
Muse will consider psychographics as well as demographics when allocating our media
expenditure. Using psychographics we can capture the personalities of our primary and secondary
audiences through original advertisements, yet segment the market and tailor messages to each
audience based on their characteristics.
We have allotted $51,041700 for non-impact media and $1,000,000 for interactive media.
Television (61 percent)
Our primary target market-- 35-44 year-olds with children--are 36 percent more likely than the
average person to have high TV involvement, while our secondary target market, 65+, is 15 percent
more likely to have high TV involvement. This medium will allow us to create visually appealing,
emotionally provoking advertisements to market Carnival cruises. In addition, we will be reaching
our primary and secondary audience where they like to consume media.
Advertisements will be run on both network and cable television during the weekdays. Our
target market is 35 percent more likely to agree they enjoy watching kids TV with their children,
so these advertisements will be aired between the hours of 5 p.m. and 10 p.m. This time frame is
the best possible period to communicate with families watching television together. Shows such as
Pretty Little Liars on ABC Family, Gossip Girl on The CW, and The Big Bang Theory on CBS are ideal
for advertisement placements when considering their appeal to children.
our message is heard by the demographic we desire.
36
Interactive media
INTERACTIVE ADS SPREADSHEET
INTERACTIVE (17 PERCENT)

advertisements are more affordable. Our primary and secondary audiences are receptive to online
advertising but the former has become increasingly reliant upon the Internet.
In quarter two and four, we will maintain a media presence by focusing on their online and
social media advertising. Compared to the general population, 35-44 years olds with a household
income of $100,000 or more are 77 percent more likely to book their travel arrangements online
and 30 percent more likely to be social media users.
We will use search engine marketing tools to build brand recognition and establish a leading
position on the Internet. In addition, strategic placement of banners ads on popular websites like
Yahoo and Facebook will be heavily employed because individuals in our primary audience are 24
percent more likely to look to the Internet for information [116].
37
NON-IMPACT MEDIA
Print (10 percent)
Print media placements are necessary in reaching our secondary markets. We will utilize a
variety of national newspapers, such as The New York Times and the Sun-Sentinel, in an effort to
reach an older, more traditional population.
Our secondary target market relies on newspapers more than any other medium to be
informed. Of people 65+, 49 percent are more likely to agree that they rely on newspapers to keep
them informed [117]. Advertising in newspapers, therefore, will heavily target our secondary market
and will take a more sophisticated tone.
Radio (9 percent)
Radio is an inexpensive way to reach a large audience. For that reason, we will use this medium
to communicate with males in both our primary and secondary markets who are driving to and from
work everyday. According to Simmons data, men 3544 are 30 percent more likely to agree they
listen to the radio everyday.
Our radio advertisements will run between 7 AM and 9 AM, during the arduous commute to
work. We will utilize both spot radio as well as national radio to interact with commuters throughout
the country, not just in the Southeast.
Out of Home (3 percent)

Muse will use out of home placements strategically near Carnivals port cities to enhance
brand awareness. As stated above, men in our primary target are more likely to commute to work
everyday. Of males, 35-44, 43 percent are likely to be on a train or subway during the hours of 8
a.m. and 9 a.m. Regardless of their daily transportation methods, this audience is likely to engage in
some sort of media as they are traveling.
Our plan is to create rich, creative billboards and subway wraps in order to grab the attention
of tired commuters. People outside of this demographic will likely see these advertisements as well,
only strengthening its ability to bolster brand awareness.
GRP USAGE
38
MEDIA BREAKDOWN
media planning spreadsheet
IMPACT MEDIA/NON-IMPACT MEDIA FLOWCHART
39
public relations PLAN
public relations events

SHOOT FOR THE CURE
PRESS CONFERENCE
Media will receive early access and
priority guess passes for attending
SHOOT FOR THE CURE WITH THE
HARLEM GLOBETROTTERS
Charity event for St. Jude Childrens
Research Hospital
50% of ticket sales will be donated
to St. Judes
Harlem Globetrotters will preform
onboard Carnivals cruise ship,
docked in Miami
Emphasize variety, charitable giving
SOCIAL MEDIA BUZZ CAMPAIGN
annual report press

conference
relations
Review previous years economic
earnings, state of affairs and
upcoming goals
Introduce new integrity plan that
highlights open relationships with
media
Sneak peaks at the construction
of the highly anticipated Carnival
Vista, set to be released in 2016
finding dory PREMIERE
FINDING DORY MEDIA TOUR

Travelling promotions tour of major
U.S. cities
ONBOARD MOVIE SCREENING
Star-studded screening for St.
Jude Childrens Research Hospital
patients and Make-A-Wish
Foundation participants
Carnival branding at event
SPOKESWOMEN ELLEN DEGENERES
Voice of Dory in Finding Dory
Cross-promotion leading up to
event on The Ellen Show
SOCIAL MEDIA SWEEPSTAKES
Promotional Media
1. PINTEREST DREAM VACATION

BOARD WITH CARNIVAL
Pinterest sweepstakes during
September
Re-pin Carnival media and media
related to Carnival brand
2. BEHIND THE SEAS WITH

CARNIVAL YOUTUBE SERIES
Year-long YouTube series
New video each month that
highlights unique aspects of brand
Content highlights stakeholders:
employees, investors, port cities
41
public opinion trends

Carnival Cruise Lines faced an uphill battle
following the negative publicity after the Costa
Concordia capsized and the Triumph engine
failure left passengers stranded without water,
electricity and functioning bathrooms. The
Costa Concordias shipwreck dropped Carnivals
BrandIndex buzz score by 29 points over seven
weeks and the Triumph Poop Cruise dropped
Carnivals overall buzz score by 50 points [118]
Nearly a year after these devastating media
crises, Carnival Cruise Lines was ranked the
most-improved U.S. brand in terms of buzz or
the amount of positive and negative impressions
formed by feedback with friends, family members,
coworkers and media.
Carnival was able to
rebound to industry buzz levels and exceed
industry purchase consideration through a variety
of initiatives including ship, entertainment and
safety improvements [119].
Carnival Corporation is a publicly traded
company on the New York Stock Exchange that
pays annual dividends to its shareholders. The
dividends decreased to 2.59 percent in 2013,
compared to 4.08 percent in 2012, which are
attributed to the companys negative publicity
following the PR crises [120].
42
Since Carnival relies on consumers

disposable income, positive public perception
of Carnival Cruise Lines is essential for the
companys overall success.
According to Gallups U.S. Economic
highest in over a year, highlighting improvements
income Americans, two of Carnivals key target
consumer segments.
Increased consumer
spending
often
accompanies
increased
[121]. Thus, it is crucial that
Carnival focuses on improving brand perception
to position itself as the top tier vacation choice
within the cruising industry.
Capitalizing
on
Carnivals
public
perception improvements and growing trust in
the U.S. economy, Carnivals So Much to Do,
So Much to Sea campaign highlights Carnivals
unique selling point, variety. Corresponding
with the introduction of this new campaign,
Muse Integrated Marketings public relations
programs will establish credibility through timely
dissemination of news and promote trust through
philanthropic associations to create corporate
goodwill for Carnival.
Media coverage of Carnival Cruise Lines mirrors the

mix of positive and negative buzz about Carnival in the public
sphere. Positive and negative media coverage is roughly split
and includes coverage that highlights Carnivals ship and enagement struggles. Understanding the press role as a source
of reliable information for the public, Carnival will keep up with
recent news coverage to address consumer and industry concerns in a timely and responsible manner.
media
coverage
Carnival CEO Lies Low After Wreck

By Mike Esterl and Joann S. Lublin, The Wall Street Journal
January 23, 2012
Carnival to Spend Up to $700 Million to Upgrade Fleet
By Joan E. Solsman, The Wall Street Journal
April 17, 2013
To Woo Uneasy First-Time Cruisers, Carnival Launches PostPoop Cruise Guarantee
By Brad Tuttle, Time
September 16, 2013
Too Big to Sail? Cruise Ships Face Scrutiny
By Jad Mouawad, The New York Times
October 27, 2013
The Unhip, Unexpected Joys of Cruising
By Mark Mittman, The New York Times
March 12, 2014
Carnival Cruises Books More Passengersand Loses More
Money
By Brad Tuttle, Time
March 26, 2014
Carnival Cruise Lines Announces Spring 2014 Carnival LIVE
Concert Lineup
By Carnival Cruise Lines, PRNewsire
October 10, 2014
Carnival Cruise Lines CEO Gerry Cahill Retiring
By Hannah Sampson, Miami Herald
October 30, 2014
Best Cruise Lines include Royal Caribbean, Disney
By Katia Hetter, CNN
November 18, 2014
43
stakeholders
Carnival Employees: Carnival maintains a reputation as the Fun Ship within the cruise industry
due to its friendly and attentive service [122]. Carnivals 92,700 employees are essential to maintain
the companys business model and reputation [123]. Employees are most concerned with working
conditions, workplace atmosphere and opportunities for advancement.
Carnival Partners: From Seuss at Sea to Carnival LIVE, Carnival collaborates with a variety of
entertainment options and celebrity guests to increase customer return rates and spark new customers
interest [124]. These partners are interested in increasing market share, creating a brand association
with Carnival and providing memorable entertainment for customers.
Carnival Stockholders: Carnival is publicly traded on the New York Stock Exchange [125]. In return
for increasing company value, stockholders expect growth within the market.
Destination Cities: One key reason cruisers pick Carnival is its array of destinations, including six
ports in the Bahamas, eight ports in Mexico, 34 ports in the Caribbean and a port in the Bahamas [126].
Carnival relies on these ports of call to provide a variety of exciting shore excursions in exchange for
the large number of tourists that visit each year [127]. Destination cities primary interests include their
economy and tourism industry as well as environmental impacts from Cruise ships.
Government Agencies: The cruise industry is subject to regulation from various national and
international agencies regarding safety, security and environmental concerns [128]. Examples of these
governmental agencies include the International Maritime Organization (IMO), International Convention
for the Prevention of Pollution from Ships (MARPOL) and the U.S. Coast Guard [129].
Environmental Agencies: Carnival Corporation emphasizes the importance of improving
environmental sustainability on ships as demonstrated by its 2013 Clean Teach award for Best Marine
Solutions. It is essential that Carnival continues to follow EPA guidelines, improve environmental
standards and collaborate with environmentalists.
Port Cities: After recently expanding to various U.S. port cities to promote ease of travel and accessibility
for cruisers, Carnival must build relationships and maintain support with local community members and
businesses. Positive relationships with port cities will continue Carnivals growth in one of its key selling
points, the number of North American departure cities.
Returning Cruisers: According to Mintel, prior experience cruising is a top motivator for cruising
again. Approximately 50 percent of past cruisers plan on cruising again within the next year [130]. Thus,
it is essential that Carnival communicates with former cruisers to build brand loyalty, assure customer
satisfaction and offer incentives to cruise again.
44
strategy
PRESS RELATIONS STRATEGY
The overall goal of Muse Integrated to charities and 65 percent volunteered over the past
Marketings public relations strategy is to build public year [133]. Aligning with the majority of Americans,
Carnival is committed to supporting communities
positive attitude, toward Carnival [131]. Keeping this through charity. Carnival supports a wide variety of
goal of public goodwill in mind, the public relations organizations that develop the arts, community affairs,
strategies will seek to address Carnivals history of education and health. By emphasizing shared values
PR crises, position Carnival as an attainable rather with the general public and showing its concern for
than cheap brand, and improve perceptions about the public, the public will be more concerned with
Carnival as a trustworthy and safe brand.
Carnival. Also, Carnivals target market is willing to
Carnival will advance media relations,
In addition to promoting Carnival as a
and crisis management. In addition, two of the biggest philanthropic brand, effective use of social media
public relations programs Muse Integrated Marketing and buzz marketing will help Carnival engage with
will focus on are cause marketing, associating the its consumers and cut through the advertising clutter.
Carnival brand with a good cause, and corporate According to the Pew Research Center, 74 percent
reputation management, strengthening the trust of online adults use social networking sites with 71
that stakeholders have in an organization [132]. percent of these adults using Facebook [134]. Also, 93
Muse Integrated Marketing will highlight Carnivals percent of teens, age 12-17, use the Internet to interact
dedication to the community through the Carnival and share [135]. With the vast majority of Americans
Foundation and partnerships with philanthropic using social media, Carnival will continue its strength
organizations to portray itself as trustworthy and safe. of maintaining previous relationships, generating
According to a Pew Research Poll in December brand interest and creating new relationships through
2013, 83 percent of individuals in the U.S. donated highly shareable and informative content online.
media RELATIONS STRATEGY

Muse Integrated Marketing understands that positive media relations are essential to create goodwill
for the Carnival brand and will focus on maintaining positive relationships with media gatekeepers, including journalists, producers, editors, talk-show coordinators and newscasters, due to the implied third-party
endorsement factor of news media [136]. Carnival will create positive media relations through the establishment of a new integrity platform that outlines a commitment to honesty, accuracy and professionalism across
all public relations efforts. This platform will be the opening portion of the Annual Report Press Conference
and promises journalists that Carnival spokespeople will interact with media personnel in a matter that proinformation.
Building on the integrity platform, Muse Integrated Marketing will encourage the media to attend
events through clear and concise media kits, unique public relations events and exclusive, behind the scenes
previews of Carnivals upcoming initiatives. Media Kits will incorporate a variety of mediums such as new
releases, video news releases and pitch letters that will promote ease of reporter coverage across media
channels. In addition, the media kits will adhere to principles of journalism, such as timeliness, proximity,
impact and human interest, which will promote media kits being published in their original form.
45
annual report press conference

Carnivals media contacts for the Annual Press Conference focus on national contacts that are
companys headquarters in Miami because these communities are the most affected.
MEDIA CONTACTS
Carrie Gonzalez: Cruise Critic Media Contact, carrie@cruisecritic.com

Lea Lane: Forbes Contributor, lealaneforbeslife@gmail.com
Aminda Marqus Gonzales: Miami Herald Executive Editor, amarques@MiamiHerald.com
Avido Khahaifa, Orlando Sentinel Content Director, khahaifa@orlandosentinel.com
Calvin Harris: Miami, WLPG Local 10 News Anchor, chughes@local10.com
EVENT LOGISTICS
Carnivals Annual Report press conference, held in January of 2015, will focus on advancing
will appeal to various business stakeholders including Carnival employees, corporate partners,
stockholders, government agencies and environmental agencies. The press conference will begin
with an introduction of a newly created integrity plan to help combat future public relations crises and
position Carnival as a trustworthy brand. In addition, the press conference will review the previous
years economic earnings, state of affairs and goals for the upcoming industry year, including the
release of the Carnival Vista.
Carnival will offer journalists an incentive to attend through an organized media kit that
clearly outlines the annual report, upcoming Carnival Vista release and the new integrity platform.
Journalists in attendance will be granted access to sneak peaks of the highlight innovations that
2012 [137]. Leading project managers and designers will be present to answer journalists questions
about the new, innovative ship and safety concerns.
46
PRESS CONFERENCE
shoot for the cure
As a new, one-of-a-kind press event, Carnivals Shoot for the Cure featuring the Harlem Globetrotters will garner
national media attention in both lifestyle and travel sectors. In addition, local news coverage in communities surrounding
the Miami port will help draw crowds to the event. Carnival will host a press conference in early March outlining the
goals and logistics of the upcoming Shoot for the Cure event. Carnival will offer journalists who attend the press
conference early access and priority media guest passes for the day of the Shoot for the Cure event.
MEDIA CONTACTS
Monica Drake: NY Times Travel Editor, modrak@nytimes.com

Peter Greenberg: TODAY Travel Editor, info@petergreenberg.com
Jay Ducassi: Miami Herald Metro Editor, jducassi@MiamiHerald.com
Lori Brown: Orlando, WFTV 9 Eyewitness Reporter, lbrown@wftv.com
Mitch Pugh: Charleston, Post and Courier Executive Editor, mpugh@postandcourier.com
Paul Milliken: Fox 5 Good Day Atlanta Feature Reporter, paul.milliken@myfoxatlanta.com
EVENT LOGISTICS
At the peak of basketball enthusiasm during the NCAA March Madness tournament, Carnival will
team up with the Harlem Globetrotters, a highly entertaining family-oriented act that mixes basketball with
performing, to generate revenue and raise awareness for St. Jude Childrens Research Hospitals ongoing
leukemia and lymphoma research on a Saturday afternoon in late March. Carnival will provide VIP access to
50 Florida St. Judes patients and their families through pre-paid trips to Miami and courtside seats.
Stakeholders, including employees, corporate partners, stockholders, port cities, returning cruisers
and travel agencies, as well as the general population will have the opportunity to sample Carnivals worldclass entertainment without committing to a lengthy cruise vacation. Tickets will be priced ranging from $15
lymphoma.
Throughout the event, Carnival will feature promotions that emphasize the variety of options onboard
and off board Carnivals ships. Hoops for Hope attendees will have the opportunity to explore Carnivals
onboard amenities, including water parks and theaters, as well as experience Carnival excursions such as
Carnival will create buzz by capitalizing on its strong social media presence through promotional
and non-traditional media activities. Beginning in January, Carnival will release various media packages
on Facebook, Twitter and Instagram such as sneak peak video clips, interviews with Harlem Globetrotter
players and behind-the-scenes photos to generate interest. In addition, Facebook status and Twitter updates
will include user-friendly links that promote event awareness and ease of ticket purchase. For the three
weeks prior to the Shoot for the Cure event, Carnival will host a Facebook sweepstakes in which users
can win prizes such as free VIP tickets to the game or Harlem Globetrotters swag by sharing Carnivals
photos on their own timeline. In addition, Carnival will establish a Twitter and Instagram competition to
encourage interaction with Carnivals social media. Participants will earn points for reposting Carnival media
Instagram users will win free tickets to the game as well a fast-pass to skip the wait getting onboard the ship.
In addition to creating buzz, Carnival will attract media personnel to cover the article through the
47
press conference prior to the event as well as media passes to gain exclusive access.
finding dory
movie screening
Carnival will collaborate with the upcoming major motion picture Finding Dory to reach
national audiences by travelling to major U.S. cities. The Media Tour will collaborate with Carnival
spokeswomen, Ellen DeGeneres, as well as other Finding Dory stars to gain lifestyle and celebrity
media attention across the nation.
MEDIA CONTACTS
Genevieve S Brown: ABC News Travel & Lifestyle Editor, genevieve.s.brown@abc.com

Ken Baker: E! News Reporter, e-mail via E! News website
Catharine Hamm: Los Angeles Times Travel Editor, catharine.hamm@latimes.com
David Landsel: New York Post Staff Writer, dlandsel@nypost.com
John Bridges: Austin, Statesman Managing Editor, jbridges@statesman.com
Kristin Jackson: Seattle Times Travel Editor, kjackson@seattletimes.com
Lee Ann Colacioppo: Denver Post Senior Editor, lcolacioppo@denverpost.com
Nicole Arthur: Washington Post Travel Editor, travel@washpost.com
Ross Werland: Chicago Tribune Travel Editor, rwerland@tribune.com
eVENT LOGISTICS
Carnival spokeswomen and voice of Dory in the upcoming blockbuster Finding Dory, Ellen DeGeneres
will host an exclusive, star-studded screening for St. Jude Childrens Research Hospital patients and Make-AWish participants onboard an intimate Carnival theater in July. Carnival will line the walkway to the ship with
a Blue Carpet and Carnival photo backdrop. Finding Dory cast members, including Ellen DeGeneres, Albert
Brooks, Diane Keaton, Eugene Levy and Ty Burrell will join other Disney stars and the guests of honor, local
St. Judes patients and Make-A-Wish participants, on the blue carpet. The highly anticipated movie premier
and celebrity guest list will capture the medias attention. The photo backdrop featuring the Carnival logo as
well as the cruise ship will be free publicity for Carnival when journalists print pictures of the celebrities at the
premiere.
For four weeks leading up to the onboard screening in July, Ellen will chronicle the everyday lives of
eight different St. Judes patients or Make-A-Wish participants and their families on her talk show, The Ellen
family. Each family will open a gift wrapped by Carnival, unveiling a pre-paid weeklong Caribbean cruise on
Carnival Cruise Lines. Following the multigenerational families vacations, Ellen will feature a follow-up story
showcasing the activities and excursions the families participated on while cruising with Carnival. The clips
will highlight ease of multigenerational travel and the variety of activities available on Carnival Cruise Lines.
Muse Integrated Marketing will utilize Carnivals strong social media presence through the creation of
an all-inclusive sweepstakes. The public will earn entries in the sweepstakes to increase their odds of winning
by liking and following Carnival on Facebook, Twitter, Instagram, Pinterest YouTube and Vine. In addition,
Carnival will post a weekly content challenge that will encourage users to interact with the brand such as
posting Facebook statuses, creating a 60 second YouTube clip and posting Instagram photos that relate to
the Carnival brand. Five King of the Sea prizewinners will win a 3-day Bahamas cruise and a set of tickets
prize package that includes tickets to The Ellen Show and Finding Dory premiere. The sweepstakes will also
feature smaller prizes including free passes to select Carnival excursions, gear and memorabilia from sponsors
and discounts on Carnival vacation packages.
iNCENTIVE PROMOTIONS, BUZZ

MARKETING & SWEEPSTAKES
1. PINTEREST DREAM VACATIONS BOARD WITH
CARNIVAL CRUISE LINES
Leading up to Winter Break booking periods, Carnival will
create a Pinterest Sweepstakes for the month of September. Pinterest users will have the opportunity to create a board title My
Dream Vacation with Carnival Cruise Lines. Each week pinners
will be prompted to re-pin a different Carnival created image each
PROMO & NONTRADITIONAL

MEDIA
boards will be selected based on creativity of ideas as well as

capturing the brand ideals of Carnival Cruise Lines. The winners
will each win a 5-day cruise with their choice of Caribbean destinations.
2. BEHIND THE SEAS WITH

CARNIVAL CRUISE LINES YOUTUBE SERIES
Beginning immediately after the Annual Report Press Conference, Carnival will unveil a new year-long YouTube series titled
Behind the Seas: An Inside Look at Carnival Cruise Lines. The
YouTube series will feature a new video each month that highlights a unique aspect of the Carnival brand such as a A Day in
the Life of a Carnival Cruise Activities Director, Carnival Goes
From Ship to Shore: Port City Excursions. The YouTube series
will create a positive narrative about the existing relationships
between Carnival and key stakeholders including employees, destination cities, government agencies, environmental agencies and
port cities. In addition, it will provide media with an open and
honest perspective on a variety of Carnivals day-to-day logistics.
PR & PROMO BUDGET

Shoot for the Cure: $1,500,000
Finding Dory: $1,500,000
Spokeswomen: $2,000,000
Press Kits: $30,000
49
50
attribution
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Final Campaign Plan Book: Carnival Cruises

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SO mUCH TO DO, SO MUCH TO SEA

Of all cruisers in the past three

The number of unique Carnival

coins the incident the Poop Cruise [9] and

Carnival carries more passengers

THE COMPANY VISION

Fun Ships offer consumers entertaining

Only one in 10 Americans have taken a cruise,

than the general population to choose Carnival;

Travelers 65+ YEars old

Key Selling Points:

US-based cruise line that is the second largest

Freestyle Cruising: that gives customers

Older and Wealthier: Those with incomes of

Older and Wealthier: Those aged 65+ are 57

Royal Caribbean positions itself as a luxurious

Norwegian positions itself as a unique blend of

dining times, resort-casual attire, a relaxed

Best Price Guarantee: will re-price a

the desired cruise experience of all passengers.

Carnival's Competitive Advantage

U.S. Port Cities Activities and

Media Usage Analysis

In 2014, average television consumption

CARNIVAL'S 42 PERCENT SHARE OF VOICE LEADS THE

"FUN FOR ALL. ALL FOR FUN. (2008)

"Land vs. Sea (2011)

"Moments That Matter (2013)

friend and peers has on audience members,

{Analysis of Competitor's Campaigns }

THE NATION OF WHY

Similar to Carnivals Land

time consumers, challenging

YOURE FREE TO...WHATEVER

brand and promote free-style cruising

THE SEA IS CALLING (2011)

cruisers by creating a more

CRUISE LIKE A NORWEGIAN

Public opinion Analysis

1. Strong Customer and Brand

2. Social Media Presence

1. Fluctuations in the Economy

2. New, Innovative Ships

2. Travel Distance to Ports

issues and Implications

Carnivals short-term cheap prices have translated into damaging

Multigenerational travel is a growing trend in the vacation

After the Carnival Triumph and Costa Concordia

3. improve perceptions about safety issues

Consumer target markets

White adults ages 35-44 with children

BEAU AND GRACE WALDORF: CHARLESTON, SC

THE WALDORF FAMILY

Project manager for

Clinical lab technician at

WHY THE WALDORFS?

Consumer target markets

Travel with family

JERRY AND CHRISTINE WILSON: JACKSONVILLE, FL

{JERRY age 65}

{christine age 65}

WHY THE wilsons?

Branding and positioning

"So Much to Do, So Much to Sea

ALL FAMILY: BICKERING