Carnival Cruise Line Strategic Communication Campaign

Spring 2013

Created by: Kaitlyn DottsPepperdine University

Spring 2013

Situation AnalysisCarnival Cruise Line’s company (World’s Leading Cruise Lines) Mission Statement: “Our mission is to take the world on vacation and deliver exceptional experiences through many of the world's best-known cruise brands that cater to a variety of different geographic regions and lifestyles, all at an outstanding value unrivaled on land or at sea.”

Organization History:

Carnival Cruise Line is an American global cruise company that is based out of Doral, Florida. Carnival Cruise Line was founded in 1972 by Ted Arison, and now is 1 of 11 ship brands that is owned and operated by Carnival Corporation and plc. The Chairman and CEO of Carnival Cruise Corporation plc. is Micky Arison, the son of founder Ted Arison. More specifically Carnival Cruise Lines CEO is Gerald Cahill. The company’s Brand Ambassador is John Heald. The Carnival Corporation plc. originated from the Peninsular and Oriental Steam Navigation Company of the early 19th century. The Carnival Corp has a combined fleet of over 100 ships, and controls 49.2% of the total worldwide cruise marker. The company has offices in Hampshire, England and in Doral, FL. Each of the individual cruise lines executive control is based by geographical location.

Programs Carnival Foundation:

o Mission statement: “The Carnival Foundation's mission is to provide financial and in-kind support to non-profit organizations dedicated to enhancing the quality of life in our homeport communities.”

o Last 5 years: contributed more than $30 million to a variety of local and national charities

o “F.U.N. Team:” Friends Uniting Neighbors, which is their employee-driven service group

Product/Services 24 ships operating 3-18 day voyages: The Bahamas, Caribbean, Mexican Riviera, Alaska,

Hawaii, Canada, New England, Europe, Bermuda, South America, Panama Canal, Tahiti, and Fiji Islands

“Fun Ship” Cruise line: features day and nighttime entertainment such as: stage shows, musical performances, casinos, etc.

Dining, pools, spas, and activities (on and off the ship) Off-ship excursions

SWOT Analysis:

Strengths Global presence Variety of entertainment on all “Fun-Ships” One of the world’s largest cruise operators Large company- significant cost advantages over competitors “World’s most popular Cruise Line” Even with recent incidents, Carnival’s quarterly earnings and revenue beat market

expectations

Weaknesses Majority of revenue comes from their U.S. customers In the last year have drawn more negative publicity than positive Ship malfunctions have been at an all-time high There has been a consistent rise in fuel costs Failed health inspection on one of their ships

Opportunities Expand in the global vacation market Continue to market their economic friendly cruise prices Offer more destinations Revamp previous ships to health and safety standards Utilize PR to bring positive publicity to Carnival Reputation management Image restoration Offer a statement of commitment to customers

Challenges String of recent negative publicity Recent failed health inspection Poor response to public after related incidents Left public unaware of future plans to “fix” the problems during each incident

Target Audience Each ship caters to a different demographic: romantic (couples), families, adult-only

options, friends, etc. Families:

o Based on their mission to offer cruises that are “exceptionally fun and memorable vacation experiences at an outstanding value’’ they cater to families on their “Fun Ships”

o Shorter cruiseso Offer a variety of entertainment on ever cruiseo Have a unique water park on certain ships

Middle-class:o Due to their innovation of shorter, more affordable cruise lines o Coupleso Families o People of all ages

Awards Cruise Critic 2012 Editors’ Pick Awards: placed honors in 3 categories (Best New Ship,

Best Bar, and Best Cruise Line Value) Carnival Cruise Line’s Cloud 9 Spas named “Best Cruise Line Spa” in Spa Magazine’s

2011 Silver Sage Reader’s Choice Awards Top honors in 3 categories at Cruise International Awards

Industry/Category Overview:

Carnival Cruise Line is in the Travel and Tourism industry, more specifically the cruise line segment of that industry. Carnival Cruise line has been operating since 1972. The company has 24 vessels that are currently in operation, and accounts for 21.1% of the entire worldwide market share.

Industry Review Luxury vacation Worlds largest cruise line Cruises are for families of all ages One of the most innovative cruise lines First passenger vessel to exceed 100,000 tons First major cruise line to build and operate a completely smoke-free cruise ship (now

only a “limited smoking policy” as of December 1, 2011) Market is dominated by: Carnival and Royal Caribbean Started shorter, less expensive cruises Largest cruise in the world based on passengers carried annually, annual revenue, and

total number of ships in fleet.

Market Competition Royal Caribbean Disney Cruise Lines Star Cruise Line Vacation other than cruises:

o flying, small-luxury boats, trains

Problem Analysis:

(most recent--) Problem #1:

o Power failure on the Carnival Cruise Ship Ecstasy on Wednesday April 17, 2013. Problem #2:

o Carnival Cruise Ship Fascination receives first failing health inspection grade in 5 years in early 2013.

Problem #3:o On March 14th 2013, the diesel generator in the Carnival Cruise Ship Dream

malfunctioned while the ship was at port in St. Maarten, all passengers were flown home.

Problem #4: o On March 15th 2013, the Carnival Cruise Ship Legend had a technical issue with

its sailing speed, and was sent back to Tampa, FL. Problem #5:

o Engine room fire onboard the Carnival Cruise Ship Triumph on February 10th 2013 leaving more than 4,000 passengers stranded in the Gulf of Mexico with no hot water and very few working toilets for 5 days

Problem #6:o In January 2012, The Costa Concordia (owned by Carnival Cruise Line) capsized

off the coast of Italy, partially sunk, and left 32 people dead

Timeline (in reaction to these incidents): Feb. 15th, @CarnivalCruise tweeted, "Of course the bathrobes for the Carnival Triumph

are complimentary." (in response to fire onboard ship Triumph) April 11th, Carnival spokesman Vance Gulliksen said, "In the past five years, no Carnival

ship has failed a U.S.P.H (U.S. Public Health) inspection and the fleet's average score during that time period is 97. The average over 20 inspections already conducted in 2013 are 97.2." He also said he requested a re-inspection of the ship as soon as possible.

April 12th, Carnival released letters replying to U.S. Sen. Jay Rockefeller about their Cruise Ship Triumph stranding earlier this year and the cruise line's overall safety record.

No specific response in regards to power outage on April 17th

On April 17th, Carnival released a statement saying they “Will launch a $600-$700 million effort that will upgrade the power and firefighting equipment on board all 101 ships in its 10 brands. Besides the Carnival Cruise Line, those brands include Princess Cruises, Holland America Lines, Cunard and Costa Cruises. Upgrading the 24 ships in its flagship Carnival line alone will cost $300 million. The total cost represents 35% to 45% of its projected profit for this year, but only about 4% of forecasted revenue.”

Response to Capsized ship last January: Took the CEO 4 days to release a statement, which did not include an apology, or talk

about any upcoming actions CEO provided only 5 tweets during the incident 3 press releases were posted on their website between Friday Jan. 13th - Jan 19th

They were slow in their responses, and the responses were scarce

Program Planning Sheet

Overview:

Carnival Cruise Line needs a PR Campaign for a number of reasons due to their recent string of negative publicity that stemmed from multiple incidents in the last year (January 2012-April 2013). Carnival Cruise Line lacked in a having proper crisis management plan prepared for not only 1 incident, but a string a many, which resulted in failed communication between the public and Carnival Cruise Line during each incident. Carnival Cruise Line needs to focus on image restoration, reputation management, and having a fully thought out and prepared crisis management plan. The PR Campaign is a corrective-based plan that will offer a strategic plan for reputation management and image restoration that will shape the publics perception about Carnival Cruise Line and the services they provide.

The Carnival Cruise Line will develop and implement a comprehensive strategic public relations plan using a realistic timeline, appropriate budget, and results-oriented methods in order to restore Carnival Cruise Lines image in the public eye. With our specified target audiences in mind, we present the following year strategic communications plan to reposition Carnival Cruise Line as the leading and most trustworthy line in the industry through the implementation of the following 3 goals and accompanying objectives. The strategic communications plan is intended to act as a guide in repositioning Carnival Cruise Line as a trustworthy brand.

Goal #1: Re-position Carnival Cruise Line as a trustworthy, reliable, and safe cruise line amongst market competitors.

Objective #1: To enhance goodwill in its market by seeing a $1.55 increase (where they were at two quarters before) in stock in the next quarterly earnings.

Strategy #1: Create a short video (5 minutes) from the safety team addressing the safety issues on their ships, what happened during the incident on the Triumph, and how it was handled correctly and post via social media sites.

o Tactics: Have the video highlight what the company did right in the situation Address future concerns about safety of cruise ships (in general) Use interviews of passengers who thought Carnival handled incident

appropriately Post on the company’s Facebook page Post on the company’s Twitter page Post on the company’s blog page “Funville”

Strategy #2: Purchase Facebook Sponsored Story program to promote positive messages from Carnival fans and loyal customers to spread awareness from word of mouth across the online brand community.

o Tactics: Change attitudes of customers that may have been effected from the recent

string of incidents Spread awareness through the use of the sponsored story program to get

customers to talk about Carnival Cruise Line

Simpler way to engage fans because they engage themselves through the use of this program

Creating a two-way communication between Carnival Cruise Line and their customers

Strategy #3: Integrate a “Safety at Sea” program on each of their ships for passengers of all ages.

o Tactics: Create a short video, similar to the social media video, but instead

focusing solely on safety while on the ship in case of an emergency and how to handle it.

Utilize their mascot “Fun Ship Freddy” to make it a family-friendly video that will attract the attention of kids as well as adults

Use colors and symbols that are easily recognizable by passengers of all ages to signify emergency exit routes, life vests, first aid kits, etc.

Objective #2: To establish Carnival as a reliable and safe company to travel with by an increase of 30% in cruise bookings over the course of this next year.

Strategy #1: Conduct target marketing efforts designed to seek out new customerso Tactics:

Utilize e-tools to promote a survey to social media followers asking whether they’ve traveled with Carnival Cruise Lines before, why or why not, what do they look for in a cruise, etc. Offer incentives to take the survey:

If take the survey and re-tweet or share, will be entered into a drawing for a free $100 voucher towards any Carnival Cruise Line

If book a cruise from the link on the survey and get 2 other people (families or couples) to also book with Carnival Cruise will get a free 3 day cruise on our Carnival Cruise ship Freedom (up to a family of 4)

Seek media opportunities to promote Carnival Cruise Line on different Television shows, movies, and game shows.

Give a family 4 pack, 5 day cruise on Carnival Cruise Ship Dream to game shows: The Price is Right and Jeopardy

Give a 5 day cruise for 2 to Television talk shows: The Ellen DeGeneres show and The Wendy Williams show

Strategy #2: Increase communication and relationship–building with customers over the course of one year

o Tactics: Utilizing multiple internet platforms to communicate and build

relationships with returning customers and new customers Create videos for each ship in the Carnival Cruise family that shows the

size, the restaurants, the activities, the room options, bars, family activities, and water park areas.

Then post these videos to each of our social media platforms in order to interact with customers by asking them to repost, share, re-tweet if they experienced this specific cruise, etc.

Goal #2: To reevaluate our crisis PR plan in order to maintain more effective two-way communication with the public, customers, employees, and the media.

Objective #1: To establish a structured, cohesive plan in the case of an emergency with the commitment that the company will release a statement within 24 hours of the incident

Strategy #1: To designate a single spokesperson on behalf of Carnival Cruise Line that will deal directly with the media.

o Tactics: Appoint one spokesperson other than the CEO to address the media during

a crisis Train spokesperson on key messages, pertinent information to crisis, and

company policies specifically in relation to crisis or emergency procedures Compile bios (qualifications, position specifications, history, etc.) on

every key person in the organization for the website to ensure transparency with the publics

Release a statement via our website, all social media platforms, and contact with the media directly

Train that spokesperson in advanced to deal with high stress situations, challenging questions, and scrutiny of the media

Hold a press conference within the first 48 hours if the incident has a massive impact on the passengers to explain our perspective on the incident, and what we are doing to resolve it

Strategy #2: Utilize our e-tools to create a solid two-way communication between Carnival and the public, media, customers, etc.

o Tactics: Post our statement via Facebook to create a highly interactive feed Post our statement via Twitter to create a highly interactive feed Post our statement on our blog “Funville” to create a highly interactive

feed Respond to people’s questions on each of our social media pages

Strategy #3: Provide a constant stream of information about the incident, what we are doing in regards to the incident, and what we are doing to ensure the safety of our passengers.

o Tactics: Being fully knowledgeable on the current state the incident is in as to

ensure to have a proper response prepared to offer to the media and the public

Utilize our social media and the press as a means to get information about the incident out for the public to know

Release photos from the ship as a company to counteract those that will be posted from passengers aboard

Continue to provide the public and media with a live status update as we find out from the ship what is going on

Strategy #4: Acknowledge the problem, update the public and media, and continue to do this throughout the course of the crisis

o Tactics: Utilize our chosen spokesperson to address the public and media in order

to release a statement acknowledging the incident. Continually update the public and media through our social media

community online Strategy #5: Be prepared to express remorse throughout the crisis

o Tactics: Release apology statements via social media Address our remorse in interviews Address our remorse in press releases

Objective #2: To establish a structured plan to maximize effectiveness in compensating the clients for the incident by having a minimum of 50% returning customer rate in the 6 months following a major incident.

Strategy #1: Provide passengers effected by the incident with a money refund (depending on the length of trip and the severity of the incident), a $500 voucher for future use, and a flight home if had to evacuate the ship or dock somewhere other than original destination.

o Tactics: Provide a place to stay in the case that passengers must be evacuated from

the ship and sent home Provide robes to every passenger Provide a place to shower for every passenger Provide a food voucher for every passenger Provide transportation to the airport from wherever the ship eventually

docks or where the passengers are left after the incident

Strategy #2: Create a “Carnival Cares” package for use with major incidents and smaller less sever incidents (contents will vary according to the severity)

o Tactics: Give each passenger a “Carnival Cares” package (varies according to the

severity of the incident) in the case of a severe incident it will contain a full refund, a $500 voucher for use on any Carnival Cruise ship, a personalized apology letter, a flight home, a voucher for a hotel room (if necessary to stay a night before flight), and a voucher for food

Partner with a large hotel company, like Best Western because it is located around the world, to create a voucher for passengers to get a free night stay in the case of an emergency, in which Carnival will have gotten a discounted rate.

Create a personalized email to send out of all passengers following the incident expressing remorse, and that Carnival hopes to see them book with us again.

A smaller “Carnival Cares” package will consist of a $100 voucher for future use on any Carnival Cruise ship, a free spa voucher for use on any Carnival Cruise ship, a personalized letter of apology, and a free room upgrade next time you book with Carnival Cruise Line.

Goal #3: Increase Carnival Cruise Line’s media presence on a national level.

Objective #1: Place at least 10 media pieces in national outlets for the course of one year to gain positive publicity for our company.

Strategy #1: Launch the addition of our new “Safety at Sea” program that will be implemented in the summer of 2013 on every Carnival Cruise Line

o Tactics: Complete and send a press release marking the launch of this new program

to media outlets across the United States Utilize our social media platforms to share the video, and create a

two-way communication between our company and our customers by receiving feedback on the newly added program

Send Video news releases to encourage coverage of the implementation of this new program

Strategy #2: Promote goodwill and expertise of Carnival Cruise Lineo Tactics:

Public awareness campaign about the safety of our ships Spread awareness of our new program “Safety at Sea”

Strategy #3: Ongoing research on Carnival Cruise Lines coverage nation-wide (positive and negative)

o Tactics: Who is writing what? For which media outlet? Who covers more negative

stories than positive? Using the date we can position ourselves in a positive light to the media

outlets that generally report negative publicity on our company Strategy #4: Foster relationships with media outlets

o Tactics: Develop and maintain relationships with reporters for certain media

outlets, specifically those who portray out company in a negative light, and change their opinion of our company

Create a data-base of the reporters name, media outlet, contact information, general interest, and a list of their most recent articles

Goal #4: To promote awareness of Carnival Cruise Line’s philanthropic involvement around the world.

Objective #1: To actively (financially, morally, etc.) sponsor 5 more national non-profit organizations over the course of one year.

Strategy #1: Promote our mission of “our endeavor to make South Florida and its other homeport communities better places to live and work” through the sponsorship of new non-profit organizations

o Tactics: Research non-profit organizations that benefit ocean pollution, air

pollution, or other areas of interest that our company could potentially

have a problem with in order to eliminate any future problems with those organizations

Reach out to non-profit organizations based out of cities where Carnival Cruise ships port

Research non-profit organizations that contribute to national relief for emergencies such as hurricanes or other natural disasters

Strategy #2: Utilize our online social media community to actively participate in our sponsorship.

o Tactics: Encourage our social media community to engage in our philanthropic

ventures by offering incentives to them if they donate and re-tweet, share, and repost links to our Carnival Foundation page, the non-profit organizations websites, videos about the cause we support, etc.

The incentives will be: $25 vouchers for use on any Carnival Cruise ship, free spa vouchers for use on any Carnival Cruise ship, free food vouchers for use on any Carnival Cruise ship

Create a public awareness campaign featuring these new non-profit organization sponsorships by Carnival Cruise Line

Objective #2: To actively (financially, morally, etc.) sponsor 3 more international non-profit organizations over the course of one year.

Strategy #1: Promote expand on our mission of “our endeavor to make South Florida and its other homeport communities better places to live and work” through the sponsorship of new non-profit organizations internationally.

o Tactics: Reach out to non-profit organizations based out of cities where Carnival

Cruise ships port Research non-profit organizations that contribute to international relief for

emergencies such as hurricanes or other natural disasters Strategy #2: Utilize our online social media community to actively participate in our

sponsorship.o Tactics:

Encourage our social media community to engage in our philanthropic ventures by offering incentives to them donate and if they re-tweet, share, and repost links to our Carnival Foundation page, the non-profit organizations websites, videos about the cause we support, etc.

The incentives will be: $25 vouchers for use on any Carnival Cruise ship, free spa vouchers for use on any Carnival Cruise ship, free food vouchers for use on any Carnival Cruise ship

Create a public awareness campaign featuring these new non-profit organization sponsorships by Carnival Cruise Line

Objective #3: To promote awareness of our Carnival Foundation “Partner of the Month” by an increase in 5,000 Facebook shares, 5,000 re-tweets, and 2,000 new blog followers over the course of one year.

Strategy #1: Based on the non-profit organization we are partnered with every month, we will donate a 3-day cruise package (up to a family of 4) to someone who is a part of that organization.

o Tactics: This will be based off of re-tweets, shares, and re-posts of links to our

Foundation’s homepage, the non-profit’s homepage, videos about what Carnival does to help, videos about what the non-profit organization does, etc.

The winner will be selected at the end of month as a random selection, and must be a part of the organization

This is to promote the good Carnival does for the organization and the good the organization does on its own

Strategy #2: Seek media opportunities to promote Carnival Foundation and the non-profit organizations we support

o Tactics: Utilize online social media community to share information about the

Foundation and non-profit organization If there is a month dedicated to a specific thing (such as: Breast Cancer

Awareness month, etc.) align our “Partner of the Month” based off that Additionally, use the correlation between the two to media collateral that

can be sent to different media outlets to get press coverage of our partnership

Send Video news releases to encourage coverage of our recent partnerships with the different organizations

Strategy #3: Create videos that capture what the Carnival Foundation contributes to each of these organizations, and the overall impact that it has.

o Tactics: Advocacy videos that call for the publics help in supporting these

organizations, and in turn can earn incentives (from Strategy #1) Create a Youtube channel that features these videos, along with videos

about our ships, our cruise destinations, etc.

Goal #5: To promote overall goodwill of our company, Carnival Cruise Line.

Objective #1: To increase brand awareness and overall goodwill through 5,000 more brand mentions on Facebook and 5,000 more brand mentions on Twitter over the course of one year.

Strategy #1: Hire a social media teamo Tactics:

Team will have the sole purpose of maintaining one cohesive message across our multi-faceted social media presence

Team will continually respond and interact with the publics via our different social media platforms

Assign task leaders for every social media platform to oversee that we send a cohesive message across all mediums

Create a two-way open communication between Carnival Cruise Line and the publics

Will choose the winners from each of the proposed “contests” that will be done via the different social media platforms

Strategy #2: Use brand mentions across our social media platforms to see how our brand is being talked about, what is being said; thus, telling us how we can fix our brand or maintain what we’re already doing, and how to generate feedback.

o Tactics: Check Facebook regularly to see brand mentions, positive and negative

feedback, and advice from customers Check Twitter regularly to see brand mentions, positive and negative

feedback, and advice from customers Engage customers through two-way communication between Carnival and

the publics via Facebook Engage customers through two-way communication between Carnival and

the publics via TwitterObjective #2: To restore the public’s trust in Carnival Cruise Line by having a minimum of 50% returning customer rate in the 6 months following a major incident.

Strategy #1: When dealing with a crisis position Carnival as part of the solution to the problem that caused the incident

o Tactics: Fast, informative response to the incident Clearly communicate what we are doing to fix the problem, how we will

prevent it from happening again, and why the problem could have occurred

Release a statement within 24 hours Strategy #2: Position Carnival as a problem-solver for the incident

o Tactics: Offer concise answers and statements as to why the problem occurred Clearly communicate what we are doing to fix the problem Clearly communicate what will be done to compensate the passengers

(Goal #2) Strategy #3: To offer incentives to customers using our different social media platforms

while waiting to board a cruise o Tactics:

Customers who check-in at the ship, tweet or post giving positive feedback to Carnival cruise will be randomly drawn to win free food or spa vouchers for the cruise they are currently waiting to board

This will create awareness of how many people are still traveling with Carnival, and promote positive publicity by people giving only positive feedback in order to be entered to win a prize

Timeline

This strategic PR plan will be implemented over the course of one year to ensure that our objectives are realistically met, but still in a timely matter. Our “Carnival Cares” packages and “Safety at Sea” programs will be immediately put into use beginning May of 2013. These will be

implemented on every ship in the Carnival Cruise Line family with the hopes of increasing goodwill for the company, and promoting positive brand awareness of our company by letting our publics know that we have made mistakes, but we have learned from them and for that we are implementing new safety procedures on every boat. Most importantly, we are creating a structured and cohesive crisis management plan in the event that there is another emergency incident we will now be prepared to confidently address the public using our new crisis management plan. This plan will also go into effect May of 2013. Each of our strategies that involve a voucher, or some sort of compensation to the publics/customers will go into effect June of 2013 as we realign our brand identity to create a trustworthy and reliable brand. Our multi-faceted social media presence will now be monitored by a team of people beginning in May 2013 to ensure that the message we send is cohesive, and that we are creating a two-way communication platform between our company and our publics. We have set our goals to be achieved within one year after implementing each of these strategies using our specific and relevant tactics.

Budget

Overall budget $5 million over the course of one year

Facebook Sponsored Stories (cost based on impressions or clicks): $100,000 over the course of one year

“Safety at Sea” video $100,000 to film, edit, produce the video in entirety

Hire a designated spokesperson for the company $85,000-$95,000/year (depending on the experience of the spokesperson)

Refund/vouchers/content prizes/ “Carnival Cares” package $2 million/year (give or take depending on whether had to deal with a major crisis)

Carnival Foundation Sponsors $1 million/year

Social Media Team $500,000

Media Collateral $500,000

Evaluation

The success of this presented PR campaign can be measured by a variety of factors:

Goal #1:

Objective #1: Did we achieve our goal of a $1.55 stock increase in the upcoming quarter (increase in market shares) by creating a video to be released, buying Facebook Sponsored stories and integration of our “Safety at Sea” program?

o Can measure by checking our brand mentions based on the “Safety at Sea” program and how many views, shares, and likes from the video.

o Measured through benchmark surveys Objective #2: Did we achieve an increase of 30% in cruise bookings over the course of

one year utilizing e-tools to create incentives for customers to book with Carnival and built two-way communicative relationships between Carnival and our publics?

o Increase in sales

Goal #2: Objective #1: Did we release a statement within 24 hours of the incident?

o Measured through benchmark surveys o Audience perceptions

Objective #2: Did we reach a minimum of 50% returning customer rate in the 6 months following a major incident?

o Increase in saleso Internal benchmark analysis of sales

Goal #3: Objective #1: Did we place at least 10 media pieces in national outlets for the course of

one year to gain positive publicity for our company? o Measure through benchmark surveyso Measure through ratings of overall goodwill of company

Goal #4: Objective #1: Did we actively (financially, morally, etc.) sponsor 5 more national non-

profit organizations over the course of one year?o Measure through whether or not we fulfilled this goalo Measure through benchmark analysis of foundation contributions before and after

campaign was implemented Objective #2: Did we actively (financially, morally, etc.) sponsor 3 more international

non-profit organizations over the course of one year?o Measure through whether or not we fulfilled this goalo Measure through benchmark analysis of foundation contributions before and after

campaign was implemented Objective #3: Did we promote awareness of our Carnival Foundation “Partner of the

Month” by an increase in 5,000 Facebook shares, 5,000 re-tweets, and 2,000 new blog followers over the course of one year?

o Measure through benchmark surveys across social media platforms before and after campaign was implemented

Goal #5: Objective #1: Did we increase brand awareness and overall goodwill through 5,000 more

brand mentions on Facebook and 5,000 more brand mentions on Twitter over the course of one year?

o Measured through benchmark analysis of social media platforms before and after campaign was implemented

o Measured through benchmark surveys of customer perceptions before and after campaign was implemented

Objective #2: Did we restore the public’s trust in Carnival Cruise Line by having a minimum of 50% returning customer rate in the 6 months following a major incident?

o Measure in increase in saleso Measure in benchmark survey/analysis of returning customers booking vs. new

customers booking

ReferencesCompany Website:

http://www.carnival.com/

Carnival Foundation Website:

http://www.carnival.com/about-carnival/carnival-foundation.aspx

Information about Carnival related incidents:

http://www.cnn.com/

http://www.usatoday.com/story/cruiselog/2013/03/18/carnival-cruise-triumph-dream/1996109/

http://video.foxnews.com/v/2165738994001/carnivals-pr-nightmare/

http://nbr.com/2013/04/04/companies-in-crisis/

Information on negative effects on the company:

http://visual.ly/sea-troubles-pr-impact-bad-carnival-cruise-news?utm_source=WhatCounts+Publicaster+Edition&utm_medium=email&utm_campaign=Netflix+To+Disclose+On+Facebook%2cTwitter%3b+SEC+Finds+Widespread+Insider+Trading%3b+You+Are+Not+Your+Customer%3b+Psy’s+New+Single+Debuts%3b+Rules+of+SEO&utm_content=A+Sea+of+Troubles%3a+PR+Impact+of+Bad+Carnival+Cruise+News+(INFOGRAPHIC)

Company Facebook:

https://www.facebook.com/Carnival

Company Twitter:

https://twitter.com/CarnivalCruise