Carnival Cruise Rebrand

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Agenda Carnival Cruise History

Current Target Market

Problem

Current Ad Analysis

Proposed Ad

Implementation Strategies

Evaluation/Limitations7

6

5

4

3

2

1

History

First launched with a converted transatlantic ocean liner

The dream of entrepreneur Ted Arison (pioneer in day-cruise industry)

First ship: TSS Mardi Grasdocked in Port of Miami

Now: a British-American owned cruise line operated by Carnival Corporation & plc

Originally an independent company founded in 1972

● Teams of dedicated employees both shipboard and shoreside : passionate about hospitality, quality, and guest service

● 2016: yet unnamed 135.000 ton ship is scheduled to enter service in winter

About ● World's most popular cruise line

based on passengers carried, with headquarters in Miami and contact centers in Miramar

● Success: grown from one ship in 1972 to 24 “Fun Ships,” including the new 130,000-ton Carnival Breeze which debuted in June 2012

● Leader in the cruise industry

● One of the most recognizable brands in the world

Destinations

Paradise

Imagination

Inspiration

Sensation

Fantasy

Miracle

Victory

Elation

prideliberty

Legend

breeze Triumph

Sunshine

Glory

Current Target MarketCurrent ConsumerGraduated college sales and office occupationHHI: 75000-149999MarriedKids

Opportunity Market Male and Female Age 21-27. Music festival Entertainmentnot relaxation

In college<20,000$

Market Opportunities Current cruise lines● Industry revenue● Carnival revenue

Current opportunities● Electric Voyage

Problem “Cruisin’ takes a bruisin’ in eye of PR storm”

-USA Today “Carnival Cruise line in more troubled waters”

-CNN.com

● Carnival Cruise lines have seen a significant dropin revenue due to malfunctions and PR problems.

Current Ad’s

Current Ad Strategy Focuses On:

● Short humorous sayings● Portrays tropical scenery/blue open ocean● Entices you to leave everyday life behind

Current Ad Strategy CritiqueSuggested Improvements:

● Need to address bad PR problems in a positive light

● Need to showcase new improvements● Need to get audience more emotionally

invested

Current Ad Appeal/ThemeAppeal:

● Short/Sweet● Direct

Theme:● Simple● Visual● “Daydreamy”

Proposed Themes ● Target Segment: Male and Female, Age: 21-34, Married

● Key Benefits: Adventure, Romance, Variety -Ensures customer satisfaction

● Theme: Convenience and Value for the hard working individual looking for a fully packaged getaway at an affordable cost

Proposed Ad’s/ Strategy● Ship mechanical malfunctions have been reviewed and

renovated ● Former cases of food poisoning have caused us to create

a new food menu/process● Cruise costs have been lowered to encourage new

cruisers and former cruisers who once had negative impressions

● Ebola scare incident proposes the development for better emergency situation communicating processes

Ad ExampleExperience the Blue Beauty

Fun in the Sun.

On Land and Sea.

Appeal● Understanding our consumers values and cognitive beliefs

Print Ad 1: Emotional value for adventure and variety

Print Ad 2: Cognitive and affective using excitement,

pleasure, and comfort

Print Ad 3: Affective using safety, security, happiness, and

ambition

● The combination between consumer values and cognitive behavior is key to propose an emotional bond between Carnival Cruise and consumer wants and needs

Implementation Launching a completely revamped and improved product/service. Addressing previous concerns for our product/service. Product: We will be unveiling a revamped/repositioned Carnival Cruise line Ad strategyPrice: Specialty pricing w/promotions, Rewards for Loyal customersPromotion: TV Ads, Magazine Ads, Online banner Ads, Targeted BillboardsPlace: Cruise packages will be available via online retailers, travel agencies.

Evaluation/ Possible Limitations

Ad Campaign will be semi-enduring● Focus will eventually be drawn to other things besides

new improvements/PR issuesAd Campaign is relatively cost efficient

● Real expenditure will be in fixing problems that caused PR issues

Will it be received well by our customers?● We expect some resistance from audience initially

Summary● Target Market● Current Market Opportunities ● Addressed PR problems ● Reviewed current Ad’s● Enhanced Ad strategies● Implementing new strategies● Evaluated Ad campaign and possible

limitations

Happy Travels.

The End