2. Agenda
Carnival Cruise History
Current Target Market
Problem
Current Ad Analysis
Proposed Ad
Implementation Strategies
Evaluation/Limitations7
6
5
4
3
2
1
3. History
First launched with a
converted transatlantic
ocean liner
The dream of
entrepreneur Ted
Arison (pioneer in day-
cruise industry)
First ship: TSS Mardi
Gras
docked in Port of Miami
Now: a British-
American owned cruise
line operated by Carnival
Corporation & plc
Originally an
independent company
founded in 1972
4. ● 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
9. 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 drop
in revenue due to malfunctions and PR problems.
11. Current Ad Strategy
Focuses On:
● Short humorous sayings
● Portrays tropical scenery/blue open ocean
● Entices you to leave everyday life behind
12. Current Ad Strategy Critique
Suggested Improvements:
● Need to address bad PR problems in a
positive light
● Need to showcase new improvements
● Need to get audience more emotionally
invested
14. 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
15. 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
17. 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
18. 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 strategy
Price: Specialty pricing w/promotions, Rewards for Loyal customers
Promotion: TV Ads, Magazine Ads, Online banner Ads, Targeted Billboards
Place: Cruise packages will be available via online retailers, travel agencies.
19. Evaluation/ Possible Limitations
Ad Campaign will be semi-enduring
● Focus will eventually be drawn to other things besides
new improvements/PR issues
Ad 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
20. 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
