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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
cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise
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.
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
Find Yourself on a Cruise
Find
Entertainment on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great Moments
Celebrated cruisers
Memorabilia
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
cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise
Homepreliminary site map
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.
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
Find Yourself on a Cruise
Find
Entertainment on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great Moments
Celebrated cruisers
Memorabilia
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
cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise
Homepreliminary site map
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.
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
Find Yourself on a Cruise
Find
Entertainment on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great Moments
Celebrated cruisers
Memorabilia
Charities
Find Value on a Cruise
cruiser Insider
Cruise Line Links
preliminary site map
#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 cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise
Home
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
Find Yourself on a Cruise
Find
Entertainment on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great Moments
Celebrated cruisers
Memorabilia
Charities
Find Value on a Cruise
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.
preliminary site map
#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 cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise
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.
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
Find Yourself on a Cruise
Find
Entertainment on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great Moments
Celebrated cruisers
Memorabilia
Charities
Find Value on a Cruise
cruiser Insider
Cruise Line Links
preliminary site map
#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.
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
Find Yourself on a Cruise
Find
Entertainment on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great Moments
Celebrated cruisers
Memorabilia
Charities
Find Value on a Cruise
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
Operational Timeline
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
Operational Timeline
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.
• Google+
• Google+
• Google+
• Google+
• Google+
• Google+