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Clear waters Campaign

Clear waters Campaign. # BOX Enterprises. Overview . ISSUES INSIGHT SWOT FRAMEWORK VISION FOR THE FUTURE CAMPAIGN EVALUATION. ISSUES. AUSTRALIA . GERMANY. Costa Cruises AIDA Costa Concordia River Cruises Safety Transparency Environment. Princess Cruises P&O Australia

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Clear waters Campaign

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  1. Clear waters Campaign #BOX Enterprises

  2. Overview • ISSUES • INSIGHT • SWOT • FRAMEWORK • VISION FOR THE FUTURE • CAMPAIGN • EVALUATION

  3. ISSUES AUSTRALIA GERMANY Costa Cruises AIDA Costa Concordia River Cruises Safety Transparency Environment • Princess Cruises • P&O Australia • High Prices • Safety • Transparency • Loss of loyalty

  4. INSIGHT • Interviews: • Travel Agents • Cruise-goers • German Citizen

  5. Insight • Still increasing demand for cruises • Popular with diverse people • Many regular customers • Difficult to attract first time cruise-goers for Costa •  reputation •  prize • Not much knowledge about Carnival Corporation

  6. SWOT ANALYSIS • STRENGTHS • Dominant Market Share • Experience • New CEO • Trusted Brands • WEAKNESSES • Uncoordinated Business Operations • Dissatisfied Travel Agents • Poor Safety Records • OPPORTUNITY • Favorable Demographics • Exploring Asian Market • New Ships • THREATS • Safety and Legal Allegations • Fuel Costs

  7. FRAMEWORK • COPR MODEL (Burkart, 2004)

  8. VISION for the future • Collaboration between the Carnival Lines • Maintain long-term relationships with target publics • Build trust in Carnival Corporations • Improve tarnished image

  9. Clear waters CAMPAIGN • Documentary • Exchange Program • Meet Our Captains • Sustainability Web Pages • Giving a Face to Each Cruise Line

  10. Documentary • Plan of Action • Employ an external analytical film creator to follow the development of Costa Cruises since the Costa Concordia incident • Target Audience • German Public • Goal • Promote transparency and reestablish trust between Costa Cruises and the German Public

  11. Exchange program • Plan of Action • Collaborative program between professionals from each branch of Carnival Corporations. Staff in various positions will take part in an employee exchange • Target Audience • Carnival Cruise Corporation Employees • Goal • Legitimize Carnival’s large corporate structure by emphasizing collaboration

  12. Meet our captains • Plan of Action • A video campaign created and published on social media and corporate websites. Videos will contain background information, showcase personalities, and provide insight into the professional experience of current carnival cruise ship captains • Target Audience • Potential Carnival Cruise Passengers • Goal • Instill trust and work toward building long term relationships with clients

  13. Sustainability web pages • Plan of Action • Interactive sustainability web pages will be created on each cruise line’s websites. Tabs will be located on the site’s home page. Pages will be modeled after AIDA’s “AIDA Cares 2013” webpage. • Target Audience • General public with concern for the environment • Goal • To successfully communicate with the public and emphasize each cruise line’s sensitivity and concern for the environment, social responsibility, and responsible growth http://www.aida.de/en/aida-cruises/responsibility/aida-cares-2013.25658.html AIDA CARES 2013

  14. Giving a face to Individual cruise lines • Plan of Action • Cruise lines will host unique competitions among employees. Employees will be asked to submit a creative entry about themselves and their personal experiences working for a cruise line. Once finalists are chosen, short video documentaries will be created about each one and published on social media websites. The public will vote for one winner for each cruise line participating via social media. The winner will be the face of a new PR campaign that promotes the cruise line. • Target Audience • Employees, Cruise Enthusiasts, and the General Public • Goal • Create a positive employee outlook and promote team spirit among cruise line employees • To encourage publics to take part in business decisions • Promote familiarity with the cruise line • Build relationships with the target audience and improve brand reputation on the grounds of trust and transparency between the public and Carnival

  15. EVALUATION • Customer Surveys and Onboard Questionnaires • Random Online Surveys for Brand Reputation • Number of Sales to First Time Cruisers from Australia and Germany

  16. References AIDA Cruises. (n.d.). Our awards. Retrieved from http://www.aida.de/en/aida-cruises/responsibility/aida-cares-2013/successes/our-awards.25686.html Allen, L. (2013, January 26). All at sea over cruise pricing strategies. The Australian. Retrieved from http://www.theaustralian.com.au/travel/all-at-sea-over-cruise- pricing-strategies/story-fncz6ab4-1226561142935 AAP. (2013, June 24). More needed to protect cruise passengers. Herald Sun. Retrieved from http://www.heraldsun.com.au/news/ breaking-news/more-needed- to-protect-cruise-passengers/story-fni0xqi4-1226669009964 Burkart, R. (2004). Consensus-oriented public relations [COPR]: a concept for planning and evaluation of public relations. Public Relations And Communication Management In Europe : A Nation-By-Nation Introduction To Public Relations Theory And Practice, 459-465. European Cruise Council . (2012). The Cruise Industry. Retrieved August 13, 2013, from Contribution of Cruise Tourism to the Economies of Europe 2012 Edition: www.global.cruising.org International Cruise Council Australia Inc. (2012). Cruise Industry Report: Australia 2012. Retrieved August 13, 2013, from CLIA Australia: www.cruising.org.au Levin, B., Jones, J., & Slade, T. (2012, April 11). Carnival Corporation strategy report. Griffin Consulting Group. Retrieved from http:// economics-files.pomona.edu/j likens/SeniorSeminars/Likens2012/reports/Carnival.pdf Mungin, L., & Almasy, S. (2013, February 15). Crippled cruise ship returns; passengers happy to be back. CNN. Retrieved from http://edition.cnn.com/2013/02/14/t ravel/cruise-ship-fire/index.html Nadeau, B., & Smith-Spark, L. (2013, July 22). 5 convicted over deadly Costa Concordia cruise liner wreck in Italy. CNN. Retrieved from http://edition.cnn.com/ 2013/07/20/world/europe/italy-costa-concordia-trial P&O Cruises voted a trusted Australian brand. (2013, July 23). eTravel Blackboard. Retrieved from http://www.etravelblackboard.com/article/145606/pampo- cruises-voted-a-trusted-australian-brand# Perrin, W. (2012, August). Europe’s river cruise revolution. The Informer. Retrieved from http://www.cntraveler.com/cruises/2012/08/ cruise-special/european-river- cruise-revolution Stieghorst, T. (2013, August 5). New Carnival CEO: ‘I’m Listening’. Travel Weekly. Retrieved from http://www.travelweekly.com/Cruise-Travel/New-on-the-job- Carnival-Corp-CEO-is-listening/#.UgQ6nXhlqAk.twitter Young, S. (2013, July 31). Cruise sales 2014 - top 5 factors to watch. Travel Agent Central. Retreived from http:// www.travelagentcentral.com/cruises/cruise- sales-2014-top-5-factors-watch-41829

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