Carnival Cruise Rebrand Alyssa Jonny Lina Nitti Simon
Aug 08, 2015
Carnival Cruise Rebrand
AlyssaJonnyLinaNittiSimon
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