Love to Cruise Prospectus

Launching a movement

Love to Cruise is a global nonprofit organization dedicated to educating the public about the benefits of cruising and about cruise culture, while celebrating the people who embrace this extraordinary path to discovery and adventure.

Goal• Energize cruisers to cruise

again and again

• Attract and engage the 97% of vacationers who have never cruised

• Motivate the 23% of non-cruisers who say they expect to cruise in the next three years

Expanding the funnel• Current industry efforts to

engage start with people who are already thinking about cruising

• Love to Cruise will get the attention and interest of those who aren’t even thinking about cruising

• Conversation, not information, will be the magnet

Attention

Sharing is the new economic engine

• The value of online sharing consistently outperforms both consumer ratings and reviews, and an online share carries essentially the same value as in-person recommendation.

• A positive recommendation is more important to consumers than price and brand combined, with a relative importance of 57 percent for a recommendation, compared to 28 percent for price and 16 percent for brand...

• More than 85% of consumers do not trust messages from companies.

From 2014 Return On Sharing Report, ShareThis/BeresfordResearch, based on a survey of 6,000 consumers; 2013 Gartner Study

What we know

Cruisers• Cruisers represent only 3% of total vacationer

market

• 77% of people who have cruised are interested in cruising again

• 54% of people who have cruised are likely to cruise again

• Cruisers are like other vacationers who share their experiences

• 17,463,281 address/mail records for self-identified cruise enthusiasts in U.S. alone

SOURCE: CLIA (2011) Lab42 Market Research (2012)

• 40% of vacationers post activity/attraction reviews• 76% of vacationers post vacation photos to a social network

Non-cruisersLots of negative information and conversation to scare them off

• Tens of billions of negative media• Impressions have hurt demand• Misconceptions are pervasive

Would-be cruisers• Vacation choices are heavily influenced by WOM

• 92% of consumers trust recommendations from their friends; 70% trust opinions posted online

• 62% of people say WOM is important in considering vacation; 80% say it is important in considering ocean cruises

• 81% of people say reviews by other travelers most helpful in determining vacation plans

• 48% of people say social media has a huge influence on vacation bookings• 52% of Facebook users alone said friends’ photos or posts inspired vacation choice

and travel plans

Source: Nielsen (2013), Lab42 Market Research (2012), Action Marketing Research (2005), World Travel & Tourism Council (2013)

The marketplaceLots of places to learn about cruises

Cruiser communityVirtually no place to follow cruisers

• Enthusiastic cruisers have no way to share their stories broadly and with non-cruisers

• No incentive for non-cruisers to hear about cruises from those who cruise

This is the way the world looks at “cruisers”

• Vacationers are looking for information from people they trust

• People are talking: passionate cruisers are talking about cruising in venues that aren’t attracting non-cruisers

• Let’s get cruisers and non-cruisers connected

• A people-led movement will be more successful than a commercial campaign

The bottom line

Connecting our audiences

In today’s “me” culture, consumers want to:

• Feel significant• Be a part of something

bigger than themselves• Feel something• Be included• Understand

Technology has turbo-powered how consumers interact• Are always connected

• Can communicate in an instant

• Interact with people globally

• Have conversations/dialogues with brands

• Expect needs to be met immediately

Putting it all togetherLeverage everything we know about

• “Me” culture• Connected society• Cultural movements

Create the ultimate “selfie”

• Integrated communications ecosystem where cruisers can share their passion

• A movement made up of – and for – cruisers, would-be cruisers and even non-cruisers

Let’s launch a movement

Movements are powerful• Susan Komen• Slow Food• Earth Day• Safe Kids• Take me Fishing

Elements of successful movements

• People believe passionately in something• Given a forum/platform/outlet to channel and

"liberate" their passion• Accessible to anyone and owned by the people• Passion is shared and amplified and reaches a

wider circle of followers• Amazing narrative storytelling popularizes the

issue; stories are personal (non-commercial)• Self-sustaining through shared "cultural"

connections

More than a communications campaign

Integrated engagementecosystem

and conferences

The movement

• A community of people who cruise, can’t wait to cruise or aren’t even thinking about cruising

• Powerful “super fans” – advocates whose passion can change the conversation

• Evangelists who can drive awareness and consideration

• Committed citizens who are community minded

• An integrated communications ecosystem highlighting, illustrating, promoting, and underlining the life-enriching experiences of Cruisers

• A platform for empowering Cruisers to widely share stories, photos and videos

• A celebration of Cruiser spirit in all walks of life, 365 days a year

Sharing and celebrating

The anchor is up!

Establishing Love to Cruise Conduct trademark and legal name search Appoint 3 officers

• Rick Wilbins, President• Chuck Sharp, Vice President• Jade Falldine, Secretary-Treasurer

Secure Certificate of Formations as a Nonprofit Corporation from State of Texas

Establish Bylaws Apply for IRS 501(c)3 designation Apply for trademark Hire Executive Director Appoint new Officers, as needed Appoint Board of Directors Appoint Advisory Board/Committee Secure IRS 501(c)3 designation

Surveying our prospects

• Focus groups• Confirm• Refine• Define• Clarify

• Quantitative surveys• Benchmarking• Identifying opportunities

and risks

Operational Timeline

Operational TimelinePHASE 1

3-6 monthsPHASE 2 PHASE 3

• Website• Social media• Earned media • Third party advocates• Partnering with Cruise Critic• Partnering with PPI

#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

#Cruising

Merchandise

preliminary site map

Television

Literature

cruiser Quiz

Resources

Basics

TipsCruise Nostalgia

FAQs

Maps

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Great Moments

Celebrated cruisers

Memorabilia

Find LOVE on a Cruise

Find Inspiration on a Cruise

Find Food on a Cruise

Find Adventure on a Cruise

Find Relaxation on a Cruise

CommunityBenefits

Personal / FamilyBenefits

Find Family on a Cruise

Find Nature on a Cruise

Find Privacy on a Cruise

Find Life on a Cruise

Find Friends on a Cruise

CulturalBenefits

CommercialBenefits

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions

cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise

Home

Find Yourself on a Cruise

Find

Entertainment on a Cruise

Charities

Find Value on a Cruise

cruiser Insider

Cruise Line Links

#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

Television

Literature

cruiser Quiz

Resources

Basics

Tips

FAQs

Maps

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions


Homepreliminary site map

cruisers is a platform for people who cruise to share their

stories, especially with those who have never cruised. The

featured content will be #Cruising –a multi-feed, single-

page “dashboard” view of up-to-the-minute cruise activity

via social updates from Twitter, Instagram and Vine. Other

features are an interactive forum for user dialogue,

celebrity cruise sightings and profiles, and cruiser-

submitted videos. cruiser Cam features live webcams on

board and at excursion points throughout the world.






CommunityBenefits







CulturalBenefits

CommercialBenefits


Find


#Cruising

Merchandise

Cruise Nostalgia

Great Moments

Celebrated cruisers

Memorabilia

Charities


cruiser Insider

Cruise Line Links

#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

Television

Literature

cruiser Quiz

Resources

Basics

Tips

FAQs

Maps

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions



Why You Cruise offers a litany of encouraging reasons that

cruisers give for cruising, including benefits to cruisers, to

their families, to the community, for commercial

stakeholders and culturally. This section will be lively and

persuasive with testimonials and anecdotes, in addition to

compelling facts.






CommunityBenefits







CulturalBenefits

CommercialBenefits


Find


#Cruising

Merchandise

Cruise Nostalgia

Great Moments

Celebrated cruisers

Memorabilia

Charities


cruiser Insider

Cruise Line Links

#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

Television

Literature

cruiser Quiz

Resources

Basics

Tips

FAQs

Maps

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions



cruisers Onboard is about cruisers’ experiences on the ship,

at ports, on excursions and in destinations. The focus in this

section is on the environment in which the cruiser lives and

sleeps, and the wide range of experiences cruising makes

possible. This will be the opportunity to feature the

products and services and special attention unique to the

cruising experience. Content will be in the form of

testimonials with additional editorial.






CommunityBenefits







CulturalBenefits

CommercialBenefits


Find


#Cruising

Merchandise

Cruise Nostalgia

Great Moments

Celebrated cruisers

Memorabilia

Charities


cruiser Insider

Cruise Line Links


#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

Television

Literature

cruiser Quiz

Resources

Basics

Tips

FAQs

Maps

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions


Home






CommunityBenefits







CulturalBenefits

CommercialBenefits


Find


#Cruising

Merchandise

Cruise Nostalgia

Great Moments

Celebrated cruisers

Memorabilia

Charities


cruiser Insider

Cruise Line LinksThe cruiser Spirit section promotes

a lifestyle that’s embodied by the

spirit of cruising, as defined by

cruisers. Though not always

directly relating to cruising (e.g.

movies wouldn’t be restricted to

the small number of films literally

featuring cruises, but would

instead appeal to the sensibilities

of freedom, fun, relaxation and

adventure that are associated with

cruising). Each section will

energetically illustrate a dimension

of the cruiser spirit.


#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

Television

Literature

cruiser Quiz

Resources

Basics

Tips

FAQs

Maps

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions


Home

The cruiser Deck is where interactive components, nostalgia

and other miscellaneous cruiser content resides. #Cruising

is duplicated (from the cruisers section). cruiser Nostalgia

revisits the past with historical photos and anecdotes, great

moments and unique memorabilia. Love To Cruise

merchandise is featured under Merchandise. The site also

features charitable organizations involved with cruising.






CommunityBenefits







CulturalBenefits

CommercialBenefits


Find


#Cruising

Merchandise

Cruise Nostalgia

Great Moments

Celebrated cruisers

Memorabilia

Charities


cruiser Insider

Cruise Line Links


#Cruising

Forum

Celebs

Stories

Video

Photos

Fashion

Music

Technology

Movies

Sports

Games

Television

Literature

cruiser Cam

Food

Beer, Wine, Spirits

Health/Wellness

Humor

Europe

South Pacific

Mediterranean

Caribbean

African

North America

Asia

South America

Activities

Dining

Entertainment

Health & Fitness

Spa

Classes

Amenities

Social

New & Noteworthy

On the Ship

Excursions

cruisers cruiser Spirit cruiser Deckcruisers OnboardWhy You Cruise

Home

cruiser Quiz

Resources

Basics

Tips

FAQs

Maps

Get Started

Get Started provides the “next steps” for prospects to

continue down the path of engagement. The highlight

feature is a Buzzfeed-style quiz that recommends types of

cruises/destinations based on feedback from the user.

Resources provide links to take further action, while basics,

tips and FAQs provide information including dispelling

common myths and reassuring prospects.






CommunityBenefits







CulturalBenefits

CommercialBenefits


Find


#Cruising

Merchandise

Cruise Nostalgia

Great Moments

Celebrated cruisers

Memorabilia

Charities


cruiser Insider

Cruise Line Links

• Bright, relaxed design, maximizes time-spent-on-site

• Style departs from traditional B2B, B2C quality – most like tourism associations

• Designed for ease of responsive application to devices

the website

InfluencerCommunity

Powered ByDynamic Signal

Procure, manageand distribute branded

content

Brand sharesarticles, offers and product info with

members, who amplify the content across their

social channels

Influencer shares content on social

channels

BLOG

Friendson Facebook

Followerson Google+

Followerson Twitter

Connectionson LinkedIn

Blog readers

Reporting& Insights

Detailed analysis isprovided on the following:

Member GrowthSocial ReachImpressions

SharesSharing Channels

ClicksReactions

Content TypeContent Source

Commerce TransactionsROI & Earned Media

WEB TRAFFICdriven back to your official site

and properties

CLICKSon shared content are

generated from member’s Social Connections

Content Marketing MeetsScalable Word of Mouth Amplification

broaden reach with social sharing

Content Marketing MeetsScalable Word of Mouth AmplificationMobile alert and mobile sharing

Empowering Advocates to Share Content On the GoPush NotificationsIncrease usage and engagement by prompting logins and sharing

Content StreamsFull access to all content in anative mobile environment

Content SharingOne click sharing to social channels will increase likelihood of sharing

Instant ResultsGenerate more content sharing and activity on social channels like Facebook

Capturing wine lovers: an example

Wine Conversations

Tasting Notes

Favorite Vintages

Wine & Cruising

Buying & Selling

Earned media

• Interviews and commentary

• Responses to issues (e.g. norovirus)

• Lifestyle surveys and releases

• Cruisers’ favorite books

• Cruisers’ favorite wines

• Cruiser fashion

• Cruiser cuisine• Predictions for winners of sporting events

(e.g., SuperBowl, World Cup, World Series, etc.)

Norovirus not a Concern for Cruisers

“Despite the media coverage, the fact is that norovirus

just isn’t on cruisers’ radar screens,” said Rick

Wilbins, President & CEO of Love To Cruise, a non-

profit dedicated to educating the public about cruising

life “From our surveys, cruisers tell us is they believe

the chances of getting sick are greater on land than at

sea. Again and again, what we hear from them is that

the benefits of cruising – from adventure to personal

relaxation – are far more compelling. Is it any

wonder cruisers are smiling in their photos?”

# # #

PRESS RELEASETO BE ISSUED IMMEDIATELY

Marshalling third party advocates

• Maintaining a database of pro-cruise subject matter experts

• Identifying cruisers with special expertise

• Activating third party allies as issues arise

NAME TITLE ORGANIZATIONDave Forney Public Health Consultant D.L. Forney Consulting, LLCJon Schnoor Public Health Consultant Global Public Health ServicesDr. Bob Wheeler Medical Director On Call InternationalDr. Richard Stennes Medical Director PhysicianJoe Cox President & CEO Chamber of Shipping of AmericaPeter Hinchliffe Secretary General International Chamber of ShippingCraig Vogt Consultant Craig Vogt ConsultingBill Reilly Advisor TPG CapitalDr. Ellen Prager President Earth2Ocean, Inc.Mark Rosenker Consultant IndependentRear Admiral Tim Sullivan Consultant IndependentVice Admiral James Hull Consultant IndependentDr. Jack Spencer Consultant IndependentRichard McAlpin President McAlpin ConroyJerry Hamilton Managing Shareholder Hamilton, Miller Birthisel, LLP

Partnering with

CruiseCritic

Partnership with PPI


PHASE 1 PHASE 26-12 months

PHASE 3

• Monthly newsletter (print/online)

• Magazine• CruiseTV• Boat Shows• Health & Wellness Shows

• Online and print piece to engage cruisers 12 months a year

• User-submitted content, polls and editorial content

• Develop fan club-like perception of inclusion in a select group

Monthly newsletter

Print magazine• Print magazines still force in travel information

• Legitimizes Love to Cruise

• The People Magazine of cruisers – lifestyle, travel and entertainment subject matter

• Access to onboard distribution to 10,000,000 cruisers

• Advertiser-supported, provision of funding for organization

CruiseTV• Create online TV channel that

replicates content of Love To Cruise site

• Broadcast into cabins of all cruise ships

• Develop exclusive content to stream through providers like Netflix and Hulu

• Partner with airlines to broadcast content on inflight programming

• 100+ major international boat shows each year

• 5,000,000+ attendees annually

• Proclivity to cruise based on love of boats/water

• Largest shows typically near major cruise ports

• Excellent face-to-face exposure and enlistment

Boat shows

• Expand population of fitness-minded cruisers

• Fitness, health, nutrition and wellness: bigger concern to cruisers every year

• Promote the “peace and serenity” aspect of cruising

Health & wellness shows

Appendix


PHASE 1 PHASE 2 PHASE 312-18 months

• Education• Talent casting contest• Talk show partnership• Special cruise offerings• Branded merchandise• Onboard talent show for

CruiseTV host • CruiseTV video crew search• Brand applications

Education

Talent casting contest• Locate talent to host or

perform other supporting role in Love To Cruise TV.

• Create series/episodes on Love to Cruise TV, covering contest (ala “Next Food Network Star.”)

• Create excitement and brand awareness on-board.

• Unlimited PR potential

• Partner with highly rated talk show

• For one week, produce and broadcast show from cruise ship and featured port stops

• Create onboard customer encounters with celebrity talk show guests

• Tie in promotional giveaway to engage at-home viewers

Talk show partnership

Special cruise offerings

Eco Cruising High School Reunions

Weddings / Anniversaries Celebrity Enthusiasts

Branded merchandise

• Create branded merchandise for sale online and onboard

• Find “green” partner to use recycled material from Carnival Corp ships to make merchandise

• T-shirts• Towels• Hats• Tote bags

Towels

Merchandise

Onboard talent show for CruiseTV host • Establish daily onboard talent contest to

identify hosts for Cruise TV

• Engage fellow cruisers to talent contest to vote for favorite

• Invite people to watch contest via the web and participate in the voting process

• Bring back winners selected throughout the year (and their families) for a final contest

CruiseTV video crew search

• Hold a contest inviting amateur videographers to submit content for Cruise TV

• Invite cruisers to vote for favorite content

• Winner(s) get a paid contract to develop content for Cruise TV

Brand applications

Examples of cruisers active in social media

Social media

Millions of self-identified cruisers already communicating and easily enlisted via targeted campaigns.

• Facebook

• Twitter

• Google+

• Pinterest

• Instagram

• Facebook

• Twitter

• Google+

• Pinterest

• Instagram

• Facebook

• Twitter

• Google+

• Pinterest

• Instagram

• Facebook

• Twitter

• Pinterest

• Instagram

• Facebook

• Twitter

• Pinterest

• Facebook

• Twitter

• Pinterest

• Facebook

• Twitter

• Google+

• Pinterest

• Instagram

• Facebook

• Twitter

• Google+

• Pinterest

• Instagram

• Facebook

• Twitter

• Pinterest

• Instagram

• Facebook

• Twitter

• Google+

• Pinterest

Presentations & Public Speaking

Love to Cruise Prospectus