cruise for the future pr plan

8/16/2019 Cruise for the Future PR Plan

1/19

!"

#$%&'()* ,-'.(/0123-

Alexi M. Spector

COMM483 Midterm Case ProposalCruise for the Future


2/19

!"

#$%&'()* ,-'.(/0123-

Situation Analysis

With President Obama’s recent peacemaking between the United States and Cuba comes an

opportunity for tourism. The Carnival cruise line, specifically Carnival’s social impact line

known as Fathom, is the first line to be granted approval to sail to Cuba following authorization

granted by the U.S. in July 2015 and official approval by Cuba in 2016. Fathom recognizes itself

as a line for younger travelers who are socially aware and ready to make a difference, which

means that the 704-passenger Fathom ship MV Adonia (dedicated to travels to Cuba), will

hopefully attract a crowd interested in the culture and history of Cuba. This target public will

strengthen the relationship between the United States and Cuba through cultural immersion and

learning, which will then encourage more tourists to visit the country.

“Fathom has a new tagline: "A different kind of cruise which combines your love

of travel with your desire to make a difference…” Tara Russell, Fathom President

With the ideal outcome identified, TerPR recognizes the opportunity target the general target

public through specified promotions, media and advertisements. Those who discover the chance

to learn about a unique culture will not be able to resist.

SWOT Analysis

Strengths• The identification of a specific

target public will help Fathomstrength its campaign.• Fathrom has worked

closely/developed a relationship

with Cuba• Carnival Corporation & plc is the

largest leisure travel company in the

world, as well as the most profitable

and financially strong in the

industry

• Several new partnerships including

World Travel Holdings, Cruise One, Vacation.com and Cruise.com•

Small ship experience to flaunt• Carnival’s reputation is reliable

• Fathom is taking care of the visa process for travelers

Weaknesses • Costa Concordia background

• Fathom is the first cruise company to sail to Cuba in 50 years; this could be viewed as a

weakness because of the uncertainty/unfamiliarity


3/19

!"

#$%&'()* ,-'.(/0123-

Opportunities

• The United States government is (mostly) excited for its relationship to flourish with

Cuba

• Entertainers are interested in traveling to/performing in Cuba• Europeans and Canadians have been traveling to Cuba to enjoy the beach resorts and

culture for years

• Cuba now accepts American currency and credit cards

Threats

• Cuba still will not allow Americans to do charity work in the country• Many Americans are still wary of traveling to Cuba due to safety reasons

• All three Cuban-American senators (Marco Rubio, Ted Cruz and Robert Menendez)

oppose establishing full relations with the Castro government as do GOP leaders• Research shows that Santiago de Cuba (the third stop on the cruise) is often viewed as “a

hot, aggravating city full of hustlers and hassle that will have you gagging to get on thefirst bus back to Havana.”

Research Review and Insights; Primary Research Recommendations

Background

Through my research review, I concluded that there is an abundance of potential with this

campaign. After the Obama administration’s push to reestablish relations with Cuba and the

opening of a consulate, the Castro government began to allow American currency and credit

cards. This automatically encouraged American visitors, but because of how inconvenient flying

to Cuba is, taking a cruise there could easily be persuaded as more appealing. José Martí

International Airport, sometimes known by its former name Rancho-Boyeros Airport, is an

international airport located 15 km southwest of Havana, Cuba, and is the only airport in Cuba

that has incoming flights from Miami, Fl. According to my research, there have been far too

many accounts of lost luggage from Miami to Havana and back, and people do not trust the

airline (Havana Air). According to class lecture, obtaining luggage after a flight to Cuba could

take up to about four to five hours.

According to a Q&A on Fathom’s website regarding the recent addition of a route to Cuba, the

advantage of taking a cruise is obvious. The limited infrastructure in Cuba is not able to support

the amount of visitors that will soon flock to the country, which emphasizes the convenience of

taking sea-based travel and specifically the MV Adonia, which has numerous assets that make a

trip to Cuba easy and comfortable.

Target Audience Descriptions

On another note, the target audience was described as a “culturally conscious passenger who is

curious, socially aware and ready to make a difference.” These kinds of people can be anyone like

eco-tourists, experiential travelers, hipsters, younger travelers and even nostalgic boomers.

Although this priority public can be spread out amongst a wide age range (will explain further

later in report), the kind of experience these people are looking for is genuinely the same.


4/19


5/19

!"

#$%&'()* ,-'.(/0123-

The cruise itinerary describes the on-land excursions as well as the on-board activities that

provide an insight to Cuban culture. Some of these include:

• Spanish classes

• Daily workshops designed to give a deeper insight into the history and culture of Cuba

• Cuban Marriage ceremony• Cuban dance lessons

• Meals that provide “a taste of Cuba”

• Screenings of Cuban films

The facets of the on-land excursions deemed most significant to emphasize throughout the

campaign were a mix of general themes and specific activities:

• Havana (2 days)o “Flavors of Old Havana”: unique local dining experiences; 16th-century heritage

including architecture and historical sites; interaction with locals; Havana Club

Museum of Rum; exposure to music, entertainment scene, arts and agriculture

(including tour of an organic farm and fishing village); Ernest Hemingway’s

setting for The Old Man and the Sea

• Cienfuegos (1 day)o Port city with concentration of French-influenced Neoclassical buildings

(UNESCO World Heritage site); local immersion with visits to a pharmacy,

market, local ration store and local residents; lessons on Cuban currency systems;

private performance by Choir of Cienfuego• Santiago De Cuba (1 day)


6/19

!"

#$%&'()* ,-'.(/0123-

o Capital of the Spanish colony of Cuba; Castillo de San Pedro de la Roca; location

of the Battle of San Juan Hill; Antonio Maceo Revolution Square; Basílica de

Nuestra Señora de la Caridad del Cobre

It is necessary to thoroughly understand the significance of these landmarks and the culture to

effectively advertise them throughout the campaign. Although I conducted secondary research

through the Fathom website and other sources describing the Cuban culture and landmarks, itwould be extremely beneficial to visit Cuba in person and speak with locals, take tours and run

through the cruise itinerary myself (with the rest of my PR team) to gain a better understanding of

exactly what our customers will be experiencing. More information could be provided, but for

now, the following will help formulate the plan for the campaign and gain a better understanding

at the kind of cultural immersion Fathom customers will be experiencing.

• Havana Club Museum of Rum

o Real-time experience of rum-making process

o In the historic district of Habana Vieja (old Havana)

o Museum is a renovated 18th-century “solar” (colonial townhouse)

o Havana Club Bar: attached to museum; prides bartenders and tradition of Cuban

“cantineros” and special knowledge of art of mixing cocktails; order a “CataVertical,” which is a sampling of various Havana Club rums from the youngest to

oldest; menu of international and Creole dishes

• Havana Entertainment/Music Scene

o There are about 32 entertainment venues in Havana

o Some highlights:

! Submarino Amarillo: The Beatles theme; rock genre

! La Casa de la Musica Centro Habana: one of Cuba’s most popular

nightclubs; “big names” play here

! El Gato Tuerto: karaoke-crazy baby-boomers come here

! Callejon de Hamel: funky street murals and psychedelic art shops

• Havana Organic Farming

o In 1933, the Cuban government eliminated the majority of state farms and turnedthem into basic units of cooperative production in response to a food crisis. The

majority of the 80 percent of all farmland once held by the state was turned over

to the workers and re-established as worker-owned enterprises; although the local

people did not own the land, they were allowed to rent it indefinitely and free of

charge as long as they continued to meet production quotas for their key crops,

which they then began utilizing organic technologies to produce in response to a

price incentive. These technologies include but are not limited to: biofertilizers,

earthworms, compost and the integration of grazing animals. Havanans

transformed their vacant lots and backyard into small farms and grazing areas for

animals. This resulted in 350,000 new well-paying jobs (out of a total workforce

of 5 million), 4 million tons of fruits and vegetables produced annually in Havana

(up tenfold in a decade) and a city of 2.2 million agriculturally self-sufficientinhabitants.

o Not only did the shift to organic farming increase food supply, but also had a

positive impact on people’s livelihoods by guaranteeing a steady income for a

large portion of the population. Also, the lack of pesticides has a positive long-

term impact on Cubans’ well-being because the chemicals have been known to

be linked with various negative health impacts such as certain forms of cancer.

• Ernest Hemingway’s Affiliation with Havana


7/19

!"

#$%&'()* ,-'.(/0123-

o Hemingway’s two-day trip from Key West to Havana ended up lasting four

months. He had a love of the sea and an obsession with marlin-fishing, which is

popular in Cuba. He ended up staying in Cuba for 22 years in small fishing

village, where he wrote The Old Man and the Sea.

o Most people visit The Terrazas Restaurant for the “Havana Hemingway Effect,”

which is described as “sitting in the rear of the dining room on a blowy winter

afternoon, eating lobster and drinking rum.” Hemingway’s macho attitude madehim popular in Havana, where “machismo and loud mutual reinforcement of

maleness was (and sometimes still is) a way of life.• Cienfuegos as a UNESCO World Heritage Site

o The town exhibits an important interchange of influences based on the Spanish

Enlightenment (although originally settled by immigrants of French origin) and it

serves as an early example of their implementation of urban planning in Latin

America. Cienfuegos is also the first example of an architectural ensemble that

represents the new ideas of modernity, hygiene and order. It was established as a

trading place for sugar cane, tobacco, mango and coffee, but later became more

eclectic while still maintaining a harmonious and united vibe. Its neoclassical

architecture is a popular tourist attraction.

! Santa Iglesia Catedral de la Purísima Concepción (Holy Church PureConcepción Cathedral)

! Tomás Terry Theatre

! Spanish Casino

! Palatino Tavern (White Palace)

! House Lions

! The Union Hotel

! The Customs Building• Cuban Currency and Industry

o The Cuban Convertible Peso (CUC) and the Cuban Peso are the two forms of

currency utilized; the Cuban Peso has been limited since 1994. The Convertible

Peso is rated as the strongest Peso currency, as well as the 10th highest currency

worldwide.o Until 2004, the US Dollar was used mainly for tourism trade and luxury items,

but it was taken off the market due to sanctions and a 10 percent tax was charged

for converting USDs to convertible pesos. Now, thanks to recent restored

relations, the USD is once again accepted in Cuba.

o Top industries in Cuba are tobacco, petroleum, steel, cement, pharmaceuticals,

construction, nickel, agricultural machines and sugar.

o Export products are tobacco, shellfish, coffee, citrus and medical products. Cuba

also recently started attracting world-class pharmaceutical and biotechnology

industries.

o Eighty percent of Cuba’s food is imported.

• Choir of Cienfuego

o About 23 singers under the direction of Honey Moreira Abreuo Eclectic repertoire; everything from Renaissance and Baroque to Negro

Spirituals and Japanese fisherman’s folk music

• Santiago De Cuba Experience

o “A glittering cultural capital that has played an instrumental part in the evolution

of Cuban literature, music, architecture, politics and ethnology.”

o Afro-Caribbean culture due to close proximity to Haiti and the Dominican

Republic creates a distinct identity.

• Castillo de San Pedro de la Roca


8/19

!"

#$%&'()* ,-'.(/0123-

o Commercial and political rivalries in the caribbean region in the 17th century

resulted in the construction of this massive series of fortifications on a rocky

cape, built to protect the port of Santiago. The historical site is the most

complete, best-preserved example of Spanish-American military architecture,

based on Italian and Renaissance design principles. It has guarded the entrance to

the Santiago de Cuba Bay since 1638.• Battle of San Juan Hill

o As part of the campaign to capture Santiago de Cuba (at the time held by the

Spanish), the U.S. Army engaged Spanish forces at San Juan Hill one month after

the outbreak of the Spanish-American War. On July 3rd, the Spanish fleet was

destroyed and on July 17th, the Spanish surrendered the city (and thus Cuba) to

the Americans.• Antonio Maceo Revolution Square

o Located at the entrance of the city, the square exhibits a 53-foot statue in honor

of Antonio Maceo Grajales, who was second in-command of the Cuban Army of

Independence. The square also exhibits 23 machetes that represent March 23,

1878, the date when the independence fight was renewed after the Protesta de

Baraguá (the oppressed and enslaved people were the highlight of all events

during the struggle for independence).o A work of art and a historical site.

• Basílica de Nuestra Señora de la Caridad del Cobre

o A Roman Catholic minor basilica dedicated to the Blessed Virgin Mary.

o Built in 1926, it is a 3 aisled church on the hill “Cerro de la Cantera” and is

linked to the village by a flight of 254 steps. It has a central bell tower and

two side towers crowned by red-brick domes. The basilica was decreed on

December 22, 1977.

Primary Research Suggestions

Although with the above information contributes to a basic understanding of what Fathom

customers would experience on a trip to Cuba, TerPR reiterates that a personal simulation of thetrip would be extremely beneficial in conducting primary research and therefore a strong

campaign.

The firm also suggests a primary survey amongst upperclassmen at universities known for

involvement with social impact (for example, University of Pennsylvania, University of

Michigan, Claremont Lincoln University and Stanford

University to name a few) that deciphers which

aspects of a cultural immersion spring break trip are

most appealing. This would help to determine which

features of the Fathom cruise to Cuba would appeal to

a portion of the target audience. Although the cruise is

not meant for the typical “spring breaker,” certain portions of the university age group (the target public)

are interested in a social impact spring break, which is

evident through college students’ involvement with

alternative spring breaks.

Another form of primary research that would be

helpful would be to interview travel agents to determine what the general public tends to look for

when planning a cruise or a social impact trip. Although the target publics are already


9/19

!"

#$%&'()* ,-'.(/0123-

established, Fathom has nothing to lose by gathering information about the typical traveler and

the requirements for a successful vacation.

Priority Publics

“A culturally conscious passenger who is curious, socially aware and ready to make adifference”

To break this down, TerPR analyzed the kinds of people who fit into the above description.

Eco-Tourists

To reiterate, eco-tourists pride themselves on an awareness that is a vital part of the

global tourism industry and the power they, as tourists, have to help transform the way the world

travels. Eco-tourists find an importance in leaving a positive mark on the people and places they

visit.

According to The Case for Responsible Travel :Trends & Statistics 2015, a study

conducted by The International Ecotourism Society, 35 percent of adults said they would like totry a holiday involving a voluntourism component and 6 percent said they had already done so.

This means that not only should the campaign target extreme, established eco-tourists but people

that are simply interested in the concept.

To effectively reach eco-tourists will not be difficult. With cultural awareness as a main

value for this specific public, the appeal to a brand new, unique cultural experience will be

apparent and often extreme. The campaign will need to highlight the various cultural immersion

experiences that the cruise offers and encourages as well as the positive influence the visit to

Cuba will have on the native people and land.

Nostalgic Baby Boomers

As previously mentioned, baby boomers were notably involved in expression and

activism throughout their prime years (1950s-80s). It is human nature to relish experiences ofyouth, so to target this specific public, the campaign will need to emphasize the importance of

social impact and how traveling to Cuba on the Fathom cruise will make a difference and

ultimately contribute to making history. The current push for customers on the Fathom website is

“Travel to Cuba. Make History With Us.” To effectively attract the category of nostalgic baby

boomers, Fathom must reiterate this concept and relate it back to the baby boomer era and the

social change the boomers fought for.

Hipsters

Hipsters, with their independent thinking, appreciation of art and creativity, independent

thinking and interest in counter-culture, will be intrigued by the the concepts of eco-tourism and

exposure to Cuban culture. Because it is especially new and unexperienced by most Americans,the subculture of men and women, mostly in their 20s and 30s, will want to embark on the

Fathom cruise to engross themselves in Cuban culture and bring the newly discovered trends back

to America.

To effectively reach hipsters, the campaign will need to exaggerate the cultural exchange

and emphasis on art, architecture, style and local involvement of the cruise. Hipsters will be

interested in engagement with Cuban locals, learning the style and music, buying the art and

trying all new experiences.


10/19

!"

#$%&'()* ,-'.(/0123-

Alternative Breakers

Those who have participated on alternative breaks, including post-graduate and currentuniversity students, will be interested in a cruise that is known to have an impact and make a

difference. According to alternativebreaks.org, “if you’re educated about the social issues we

face and get to know the individuals for whom those issues are reality, you’re an alternative breaker.” The description also depicts the kind of person who would want to understand the

Cuban culture and leave a positive mark on the people and the land.

To reach this target public, the campaign will need to advertise on university campuses

and through alumni networks. Although the cruise to Cuba is not volunteer-based, it offers a rich

cultural exchange that will [hopefully] help develop a strong relationship with Cuba and lead to

American involvement in the community.

Experiential Travelers

Experiential travel, also known as immersion travel, is a type of tourism that encourages

people to focus on experiencing a location by connecting to its history, people and culture. The

concept is related to experiential education, which encourages direct experience with the learning

environment and content. The cruise provides such experiences through various on-board

activities as well as the obvious cultural immersion excursions on land. Experiential travelers will

be interested in every facet of the cruise, especially the learning aspect.

Goals and Objectives

Goal:

To attract a sell-out crowd, composed of mostly the mentioned priority publics, to the new

Fathom cruise to Cuba.

Objectives: • Achieve 700 passengers’ registration for the first two cruises by April 17 (two weeks

before the departure of the first cruise)

• Generate 300,000 media impressions throughout the first month of the campaign (April

17 -- May 17)• Increase awareness amongst target publics by 60 percent by the end of the 13-month

campaign (evident through internal information and partnerships with travel agencies)

Goal:

To fulfill our mission of a successful Cuban cultural immersion trip.

Objectives:

• Achieve at least 70 percent attendance at on-board cultural activities per weekly cruise

(seven days)

• Engage 80 percent of travelers on each cruise in every on-land cultural experience

(throughout four-day on-land excursions)• Create a relationship with Cuban locals with a 70 percent satisfaction rating by the end of

the first three months after the first trip arrives in Havana


11/19

!"

#$%&'()* ,-'.(/0123-

Program Themes

Through the analysis of the priority publics, certain themes were identified according to the

interests and desires of each. The most unique would be that which targets nostalgic baby

boomers (which could also work for the general public), and focuses on the continuation of

making history. Specifically, the theme will be “You’ve been making history for decades. Why

stop now?” After this specific tagline, especially in commercials, we will add “Cruise to Cuba.”

“You’ve been making history for decades. Why stop now? Cruise to Cuba.”

The theme for the eco-tourists, hipsters, experiential travelers and alternative breakers applies to

each public, including the baby boomers. It therefore encompasses every aspect that appeals to

each public (cultural exchange and emphasis on unique experience). The theme needs to:

• Reiterate unique and new (for everyone, never had before) cultural exchange and how it

makes a difference

• Encompass a exposure to art, music, agriculture, history, architecture, food and local

people

•

Emphasize that the cruise is meant to strengthen the relationship between the US andCuba

• This is not your typical cruise

There will be various social media campaigns throughout the 13 months the Fathom campaign

persists, each of which will encompass a variety of themes. To maintain consistency and remain

recognizable throughout the long 13-month process, the social media pushes will all start with

“Let’s,” and end with a different way the cruise to Cuba will be unique, inspirational and

encourage social exchange. These include but are not limited to:

• Let’s Get Ready: focus on getting people excited for the first cruise to Cuba after

relations were restored• Let’s Make History: focus on the opportunity to make history through cultural exchange

• Let’s Make a Difference: focus on the opportunity to have an impact on the Cuban people

and land• Let’s Explore: focus on the land (the beaches, architecture, villages, etc.)

Big Idea

Ultimately, the overarching theme, tagline and “big idea” for the campaign is “Cruise for the

Future.” The declaration of peace between the United States and Cuba as well as President

Obama’s visit to the country made history. Because Carnival’s Fathom is the first cruise line to be

approved to travel to Cuba, it is also making history, specifically one that marks the beginning of

Cuba as a popular tourist destination for Americans. Starwood was awarded three hotel

properties; three Cuban ports opened up, and it is only the beginning. The campaign willemphasize the importance of this concept as well as how every person who embarks on the cruise

will have an individually unique experience that will contribute to history in the making. Not only

will people feel motivated and inspired to “make history,” but also spread awareness about what

Cuba has to offer and appreciate that only the ones who embark on the Fathom cruise will

understand what it is like to completely experience Cuba.

Overarching Strategy


12/19

!"

#$%&'()* ,-'.(/0123-

Fathom’s cruise is currently the only one with Cuba as its destination. It is a unique line that

combines one’s love of travel with the desire to make a difference in the world and prides itself

on embracing “a new category of travel.” The campaign will effectively position Fathom’s

cruise to Cuba within this concept and set the standard for a high level of cultural exchange

and education, while at the same time drawing attention to the fact that this cruise (along

with its passengers) is making history.

Through engagement, the stimulation of conversation and participation, and then ultimately the

target publics’ participation in the cruise, the campaign will empower its publics to engage in

cultural exchange and become one of the first lucky people who have the opportunity to makehistory with Fathom.

The Campaign

Throughout the campaign, there will be various social media pushes, new media campaigns,

special events and promotions. The following section describes the current potential aspects of

the campaign TerPR deemed appropriate.

University Representatives and Promotions

Previously mentioned was the need for awareness of the Fathom cruise to be spread amongst

college campuses, specifically those known for social impact involvement and activism. This can

be done through the establishment of an unpaid/paid internship program that requires a campus

representative (a student) to work with TerPR and Fathom to engage and spread awareness

amongst students. Similar to current campus rep programs, the internship will not only attract

students as a resume-builder, but also establish connections and generate networking skills.

The campus rep program will require the rep to participate and organize numerous promotions

and reach a variety of goals throughout the campaign. These include but are not limited to:

• Two promotional events on campus

o A table outside of the student union that offers information regarding the cruise

to Cuba and supplies free giveaways for those who give their email addresses to

the campus rep. The rep will then turn the email addresses over to TerPR and

Fathom, who will put them on a list to receive information regarding the cruise to

Cuba. This will happen at least 5 times throughout the 13-month campaign.

! The tabling will take place beginning April 16, which is the launch date

of the campaign.o Cuban immersion event

! The campus rep will also be responsible for organizing an event in

November (around when students plan spring break trips) that promotes

Cuban immersion on campus. This could pertain to a Cuban dance

lesson, a Cuban cooking lesson, a Cuban movie screening, etc. No matter

what the event, there will be Cuban-based drinks and food supplied for participants.

! There will also be a presentation about the cruise to Cuba centered

around the campaign theme, Cruise for the Future, that features an

inspirational promotional video.• Flyering

o The campus rep will be responsible for flyering, chalking and handing out

giveaways (provided by Fathom) on campus.


13/19

!"

#$%&'()* ,-'.(/0123-

o The flyers and chalk displays will all feature “Cruise for the Future,” and will

aim to motivate students to engage in the unique social impact cruise.• Partner with Student Organizations

o The campus rep will be responsible for reaching out to relevant social impact and

activist campus organizations (Students Helping Honduras, Terp Thon, etc.) to

give presentations to the members and convince them to look into the cruise to

Cuba.*Campus reps can offer package deals to student organizations who demonstrate an

interest in social impact and cultural exchange.

Social Media Campaigns

As previously mentioned, there will be a variety of social media drives throughout the 13-month

overarching campaign. Each drive will be visual and interactive. Every time a new campaign is

published,

The start of each campaign will be established with a release of a promotional video that exhibits

a focus on a unique aspect of the cruise and the experience a passenger would have if he or shewere to embark on it. Each campaign will also utilize a unique hashtag (ie. “#Let’s Get Ready,”

“#Let’s Make a Difference,” etc.) that is exhibited on Twitter, Facebook and Instagram, as well

as a Snapchat Geofilter on the day each campaign starts. The Geofilter will not only feature the

title of the social media campaign, but a graphic that features a cruise ship or something about

Cuba.

The campaigns will encourage engagement, specifically on Twitter, by asking the public to tweet

about an experience they have had that pertains to the theme of each campaign. For example, For

#LetsGetReady, the public will be asked to Tweet about times where they prepared themselves

for a huge event in their lives. For #LetsMakeADifference, the public will be asked to Tweet

about a time where they had an impact on the world. Everyone who uses the hashtag with a

Tweet regarding the campaign will be entered to win two spots on one of the cruises to Cuba.There will be a winner for each social media campaign.

The campaign is structured to target a variety of ages, as research demonstrates that a large

portion of the general public is active on social media. According to Pew Research Center, as of

2014, 74 percent of all online adults use social media sites. For adults ages 18-29, 89 percent use

social media sites, which targets a large portion of our priority public including college students,

hipsters and alternative breakers.

The first campaign, Let’s Get Ready, will begin on April 16th, which is 15 days before the first

cruise is set to sail. The campaigns will be spread out along the 13-month overarching campaign,

which is meant to continue to generate interest, attention and awareness throughout the entire

span of time.

Along with the daily Tweets and the promotional video, there will be promotions published on

Fathom’s social media pages.

Cruise for the Future Game

Along with the social media campaign, Fathom and TerPR will also partner with Netflix, graphic

developers and designers to create a computer game similar to that of Old Spice’s Dikembe

Mutombo’s 4 ! Weeks to Save the World.


14/19

!"

#$%&'()* ,-'.(/0123-

The partnership with Netflix is not random; the streaming company has expanded into Cuba and

despite the lack of internet use among a chunk of the Cuban population, has done quite well.

The game, featured on the Fathom website but advertised on social media and on-site promotions,

will allow the gamer to create a character that resembles themselves. They will then embark on a

virtual cruise to Cuba and be presented with unique challenges at each of the three stops (Havana,Cienfuego, Santiago de Cuba) that focus on the culture and people of each city. The beginning

phase of the game, released on May 1st (the day the first cruise sets sail) will be centered in

Miami, the port city that the MV Adonia will depart from, and will focus on the preparation for

immersion into a different culture.

A new level of the game (a new city) will be unlocked at three-week intervals beginning on May

1st. The second phase, Havana, will be released on May 22nd. The third, focused in Cienfuego,

will be released on June 12th, and the third phase in Santiago de Cuba will be released on July

3rd. Each release date is on a Sunday, so people will not be at work and therefore are more likely

to spend time playing the game.

At the end of the game, whoever completes the last level will receive a discount on a Fathomcruise to Cuba, a Fathom “Cruise for the Future” t-shirt and a code to redeem a free month of

Netflix. Who could resist that?

If successful (which it will be), there will be a significant number of discounts and free Netflix.

Not everyone will utilize the discount, but it will draw attention to the concept of the cruise and

the theme/purpose of the campaign.

This portion of the campaign will target all technology users, which encompasses all of the target

publics except the baby boomers, questionably.

Cuban Immersion: US Style

Along with the push for Cuban cultural exchange through the Fathom cruise on collegecampuses, there will also be on-site promotions at various locations that embrace or want to

recognize Cuban culture in prominent US cities.

Fathom and TerPR will partner with restaurants such as Victor’s Cafe (New York), Cuba Libre

Restaurant & Rum Bar (Washington DC), Versailles (Los Angeles) or Vicente’s Cuban Cuisine

(Detroit) to deliver a unique Cuban dining experience complete with music, entertainment and of

course, delicious Cuban food. Every person who attends will receive a Fathom “Cruise for the

Future” t-shirt.

Fathom and TerPR will also host pop-up events in various US cities (at least one per month) that

exhibit Cuban culture and the exoticism of the destination. The pop-ups will generate interest and

motivate participation for the Cuba cruises set to sail in the summer and fall months; they will pertain to the pop culture trends relevant in America.

For example, Major League Baseball’s season just started. Within the next month (April), there

will be pop-up events near or around major league stadiums on game days. With the recent

Tampa Bay Rays exhibition game in Cuba, it would most appropriate to host the first event

outside of Tropicana Field in Tampa Bay, Fl. It would feature a large stand selling simple, fast

Cuban cuisine delicacies and a performance of the Tango, which has its roots in Cuba.


15/19

!"

#$%&'()* ,-'.(/0123-

Another example would be a pop-up event or promotion at the Preakness Stakes, hosted on the

third Saturday in May every year (May 21st this year). TerPR works with the Preakness, which

automatically creates easy access to the event. Because of its timeliness and variety of attendees,

a promotion at the Preakness would not only be relevant but create a unique pairing that would

capture people’s attention.

There will also be a definite Day of the Dead (Dia de los Muertos) pop-up event featuring uniquefoods and costumes, as Day of the Dead is a largely celebrated holiday in Cuba and takes place in

November.

The pop-up events and promotions around US cities will not only reach a wide variety of

audiences, including our target publics, sports fans, enthusiasts of the arts and foodies, but will

also gain free coverage. People will post the pop-up events on Snapchat, Instagram, Facebook,

Twitter and other various platforms which will automatically spread awareness of the campaign.

This portion of the campaign reiterates the theme as a drive to spread awareness of what Cuba has

to offer and the unique opportunity to experience it for oneself.

Exposure to Organic Living

Carnival and Fathom will join forces with Clorox Green Works, another client of TerPR, later in

the campaign to place an emphasis on organic farming and natural living, both of which are

relevant to Cuban lifestyle. Clorox Green Works, a line of naturally derived cleaning products,

appeals to an eco-friendly crowd (eco-tourists, hipsters, etc.) that Fathom would benefit to appeal

to at a point in the campaign.

Research demonstrated that Havana’s shift to organic farming increased the quality of life for its

inhabitants in numerous ways. Although the United States has its fair share of organic food-

lovers, the majority of the country is uneducated or unaware of the alternative way to live.

This aspect of the campaign will feature a documentary, titled The Cuban Effect , filmed in the

Corn Belt, a region of the United States known for its vast expanse of flat, arable land and high

volume of agricultural activity. Carnival, Fathom and Clorox Green Works will bring in a small

team of willing, excited Cuban farmers who are familiar with the dynamic of organic farming and

have them transition an American farm into one that is run by Cuban standard (featuring organic

methods).

The documentary will feature the transition of the farm and its benefits as well as aspects of

Cuban culture including music, food, heritage and history. The partnership with Netflix will once

again come in handy; the documentary will be published on Netflix for the duration of the

campaign and hold its home page background; all Netflix users including all age groups and

every single one of the priority publics (who use Netflix) will have access and will notice the

published documentary.

As of January 2016, Netflix had 75 million subscribers, 40 million of which were in the United

States. Seventy-nine percent of US millennials, 38 percent of Gen X and 26 percent of baby

boomers use Netflix, reaffirming that some of every priority public will notice, if not watch, the

documentary.

This portion of the campaign relates to the overarching theme through the concept of making a

difference and spreading awareness of the unique exposure to cultural exchange, specifically

Cuba’s notorious agriculture.


16/19

!"

#$%&'()* ,-'.(/0123-

The documentary will be released in October.

Television Campaign

In addition to the videos promoted on social media, there will also be a set of commercials

featured on television that relate to the themes of the social media campaigns. Each commercialwill be vivid, bright and extremely inspirational. The point of each will be to stir up the emotions

of anyone who views the commercials, especially the emotions of the eco-tourists, hipsters,

alternative breakers, nostalgic baby boomers and experiential travelers.

The commercials will feature clips the three Cuban cities visited on the cruise, Cuban people and

cultural aspects. Certain ones will feature a Cuban citizen and the beginning of his or her personal

story or connection to the country with the tagline, “Find out more. Cruise to Cuba.”

A specific commercial, targeted toward nostalgic baby boomers,” will display past acts of social

impact of activism such as the Vietnam War, the fight for LGBT rights or the fight for economic

and political equality. The commercial will have intensely inspirational music in the background,

and will fade to show the words, “You’ve been making history for decades…” The commercialwill then begin to show clips of Cuba and the Fathom cruise, only to fade to black and show the

words, “Why stop now? Cruise to Cuba. Cruise for the future.”

Baby boomers will relate to the commercial and most likely become emotionally charged because

they have lived through the experiences pictured. The commercial will evoke a sense of pride and

motivation to keep fighting for what is right or what is good, which is now learning about and

being immersed into Cuba’s culture.

The commercials will relate to current events in the US and/or Cuba. For example, there will be a

family-based commercial in November around Thanksgiving time when most Americans are

focused on their families - we will highlight the Cuban family dynamic.

Recommendations for Cruise Experience

Although already equipped with culturally rich experiences, the on-board experience for each

cruise must reiterate the theme of the campaign and the emphasis on cultural exchange with

Cuba.

Along with lessons in Spanish, photography and various cultural workshops, on-board

experiences should work to educate yet entertain passengers. Latin dancing lessons, authentic

Cuban concerts with musicians from the island itself, a variety of Cuban dishes on every menu

and a never-ending supply of popular Cuban cocktails like the Mojito and Daiquiri (as well as a

workshop on how to make them) are all valuable cultural immersion experiences to be had.

All generations enjoy dancing lessons as well as food and drink workshops. Because the cruisehas a specific target public of “younger people interested in travel with a purpose,” most

experiences are targeted toward a younger generation, specifically millennials (those who were

born between the early 1980s and 2000s).

To strengthen the relationship between Fathom and its partners, Netflix, Clorox Green Works, the

MLB and any other organization that contributes to a significant amount to the campaign will be

offered space or the opportunity to have a promotion on board. This can be anything from

giveaways, movie screenings, games, activities, etc.


17/19

!"

#$%&'()* ,-'.(/0123-

Utilization of Spokespersons

After much consideration, the TerPR team decided to decline the idea of choosing a spokesperson

as the face of the campaign and instead chose to make the general public the primary face. Thisincludes not only the Cuban locals but also the American publics who choose to travel to Cuba.

The point of the campaign is to feel a personal motivation to make a difference, and if one were

to truly experience this sense of inspiration, it would be through a personal connection to the

issue, campaign or cause.

Key Messages

The key messages are reiterated throughout the campaign.

• Fathom’s cruise to Cuba is a unique and new cultural exchange experience

• Through the cultural exchange experienced on the cruise, Fathom, the US and Cuba hopeto strengthen the relationship between Cuba and the US

• If you travel on the cruise, you will be making history and contributing to a brighter

future

Evaluation

In the evaluation process of the campaign, TerPR and Fathom will determine whether the plan

was conducted accordingly in regards to resources, budget and timing. Fathom will distribute a

satisfaction survey to its customers through email at the end of their cruise experience. Questions

will not only cover level of content regarding cruise activities and the sense of cultural

immersion, but also how the customer discovered the campaign and which promotions he or she

participated in (ie. the computer game, pop-ups, etc.)

TerPR and Fathom will also evaluate media impressions and engagement statistics (outputs)

regarding the social media campaign (utilization of hashtags) and television commercials. At each

event, including pop-ups, campus events and on-site activations, approximate attendance will be

recorded and compared to the desired outcome to determine the reach of the campaign. The

campaign did not plan for any official news media coverage besides the initial news that there is,

in fact, a Carnival Fathom cruise that will sail to Cuba, so any mentions on official news media

coverage will be considered a plus.

Participation in the Cruise for the Future Game will be documented according to how many

people passed each level, and ultimately how many people beat the last level. The game will not

be difficult enough to discourage people from playing.

Impressions and views for the documentary, The Cuban Effect, will also be recorded and

compared to desired results.

Previously stated percentages and statistics mentioned in the objectives (outcomes: awareness)

will all be calculated to determine whether objectives were met. If the ultimate goals of the

campaign are met, the trip will be a successful cultural exchange and immersion into Cuba. The


18/19

!"

#$%&'()* ,-'.(/0123-

numbers regarding passenger capacity, attendance throughout the campaign and the rest of the

objectives will determine the overall reputation of success of the campaign.

Potential Issues

Cuba’s climate is moderately subtropical and predominantly warm throughout the year, withtemperatures averaging 78 degrees and 330 days of sunshine per year. Cuba has two seasons, a

dry season from November through April, and a rainy season from May through October. Due to

the rainy season, Cuba sees most of its visitors from December through March. The first cruise

embarks on May 1st, which is the beginning of the rainy season; this means that there might not

be a high concentration of travelers in the beginning of the campaign. We can confront this issue

with an abundance of indoor activities, but it will be difficult to appeal to those who are familiar

with the Cuban seasons.

There is also a high possibility of skepticism amongst Americans, specifically Generation X,

about traveling to Cuba. Throughout most of the generation’s lives, Cuba has been known as “a

nation that sponsors terrorism.” Only recently did the Obama administration, which a large

majority of the population may not trust, deem Cuba safe and open a consulate.

This issue can be combated through recognition of how Europeans and Canadians have favored

Cuba as a vacation spot for years and it has been safe. Americans are simply joining the fad.

Lastly, the issue of the sensitivities within the Cuban American community in Miami, where

Carnival is based, must be faced. In more recent years, the issue has been highlighted through

New Mexico governor Bill Richardson’s comment that Texas senator Ted Cruz, who is of Cuban

origin, should not be defined as Hispanic. The cultural divide was again reiterated at the 2012

national conventions. To give its keynote address, the Democratic National Committee chose San

Antonio mayor Julian Castro, who is Mexican-American. The Republican National committee

chose Cuban-American senator Marco Rubio of Florida to introduce candidate Mitt Romney.

Latinos of Cuban origin are highly politically active and have a higher average income than any

other Latino group; they are also more conservative than any other Hispanics. To smooth the

tension, Carnival could focus on the recent push to visit Cuba in order to strengthen the

relationship. If the Cuban community is more focused on the fact that Americans want to learn

more about the Cuban culture, they might ease up on the other issues they face in the US.

*For more information regarding the Fathom social exchange cruise to Cuba, visit

www.fathom.org.


19/19

!"

#$%&'()* ,-'.(/0123-

Sources

http://experience.usatoday.com/cruise/story/best-of-cruising/2015/09/16/carnival-

volunteerism-line-fathom-activities-dominican-republic/72309350/

https://www.lonelyplanet.com/thorntree/forums/americas-cuba/topics/lost-luggage-on-

cubana

http://www.cruisecritic.com/news/news.cfm?ID=6901

https://www.fathom.org/cuba-on-ground/ http://www.history.com/topics/baby-boomers

http://havana-club.com/en/havana-heritage/havana-club-museum-0 http://www.lonelyplanet.com/cuba/havana/entertainment-nightlife/live-music http://www.pbs.org/newshour/bb/cuba-can-teach-america-farming/

http://www.unep.org/greeneconomy/SuccessStories/OrganicAgricultureinCuba/tabid/298

90/Default.aspx

http://www.lahabana.com/Vintage/article_Hemmingway.php?id=Hemingway-haunts-Havana http://whc.unesco.org/en/list/1202

http://guacamolegulch.blogspot.com/2013/11/cantores-de-cienfuegos.html

http://www.lonelyplanet.com/cuba/eastern-cuba/santiago-de-cuba/introduction

http://whc.unesco.org/en/list/841 http://www.history.com/this-day-in-history/the-battle-of-san-juan-hill

http://www.afrocubaweb.com/eugenegodfried/laprotestadebaragua.htm

https://en.wikipedia.org/wiki/Bas%C3%ADlica_Santuario_Nacional_de_Nuestra_Se%C3

%B1ora_de_la_Caridad_del_Cobre

http://www.monster.com/career-start/a/5-ways-alternative-spring-break-serves-you-and-community http://alternativebreaks.org/

http://www.smartertravel.com/travel-guides/page.php?id=289012

http://m.mlb.com/news/article/157279460/rays-win-lottery-for-possible-cuban-exhibition

http://www.inc.com/anna-hensel/ss/5-american-businesses-that-are-taking-off-in-cuba.html http://expandedramblings.com/index.php/netflix_statistics-facts/2/

http://journalistsresource.org/studies/government/immigration/cuban-americans-politics-

culture-demographics

cruise for the future pr plan

Documents