Love to Cruise Prospectus
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  • 1. Launching a movement
  • 2. Love to Cruise is a global nonprofit organization dedicated to educating the public about the benefits of cruising and about cruise culture, while celebrating the people who embrace this extraordinary path to discovery and adventure.
  • 3. Goal • Energize cruisers to cruise again and again • Attract and engage the 97% of vacationers who have never cruised • Motivate the 23% of non- cruisers who say they expect to cruise in the next three years
  • 4. Expanding the funnel • Current industry efforts to engage start with people who are already thinking about cruising • Love to Cruise will get the attention and interest of those who aren’t even thinking about cruising • Conversation, not information, will be the magnet Attention
  • 5. Sharing is the new economic engine • The value of online sharing consistently outperforms both consumer ratings and reviews, and an online share carries essentially the same value as in-person recommendation. • A positive recommendation is more important to consumers than price and brand combined, with a relative importance of 57 percent for a recommendation, compared to 28 percent for price and 16 percent for brand... • More than 85% of consumers do not trust messages from companies. From 2014 Return On Sharing Report, ShareThis/BeresfordResearch, based on a survey of 6,000 consumers; 2013 Gartner Study
  • 6. What we know
  • 7. Cruisers • Cruisers represent only 3% of total vacationer market • 77% of people who have cruised are interested in cruising again • 54% of people who have cruised are likely to cruise again • Cruisers are like other vacationers who share their experiences • 17,463,281 address/mail records for self-identified cruise enthusiasts in U.S. alone SOURCE: CLIA (2011) Lab42 Market Research (2012) • 40% of vacationers post activity/attraction reviews • 76% of vacationers post vacation photos to a social network
  • 8. Non-cruisers Lots of negative information and conversation to scare them off • Tens of billions of negative media • Impressions have hurt demand • Misconceptions are pervasive
  • 9. Would-be cruisers • Vacation choices are heavily influenced by WOM • 92% of consumers trust recommendations from their friends; 70% trust opinions posted online • 62% of people say WOM is important in considering vacation; 80% say it is important in considering ocean cruises • 81% of people say reviews by other travelers most helpful in determining vacation plans • 48% of people say social media has a huge influence on vacation bookings • 52% of Facebook users alone said friends’ photos or posts inspired vacation choice and travel plans Source: Nielsen (2013), Lab42 Market Research (2012), Action Marketing Research (2005), World Travel & Tourism Council (2013)
  • 10. The marketplace Lots of places to learn about cruises
  • 11. Cruiser community Virtually no place to follow cruisers • Enthusiastic cruisers have no way to share their stories broadly and with non-cruisers • No incentive for non-cruisers to hear about cruises from those who cruise
  • 12. This is the way the world looks at “cruisers”
  • 13. • Vacationers are looking for information from people they trust • People are talking: passionate cruisers are talking about cruising in venues that aren’t attracting non-cruisers • Let’s get cruisers and non-cruisers connected • A people-led movement will be more successful than a commercial campaign The bottom line
  • 14. Connecting our audiences
  • 15. In today’s “me” culture, consumers want to: • Feel significant • Be a part of something bigger than themselves • Feel something • Be included • Understand
  • 16. Technology has turbo-powered how consumers interact • Are always connected • Can communicate in an instant • Interact with people globally • Have conversations/dialogues with brands • Expect needs to be met immediately
  • 17. Putting it all together Leverage everything we know about • “Me” culture • Connected society • Cultural movements Create the ultimate “selfie” • Integrated communications ecosystem where cruisers can share their passion • A movement made up of – and for – cruisers, would-be cruisers and even non-cruisers
  • 18. Let’s launch a movement
  • 19. Movements are powerful • Susan Komen • Slow Food • Earth Day • Safe Kids • Take me Fishing
  • 20. Elements of successful movements • People believe passionately in something • Given a forum/platform/outlet to channel and "liberate" their passion • Accessible to anyone and owned by the people • Passion is shared and amplified and reaches a wider circle of followers • Amazing narrative storytelling popularizes the issue; stories are personal (non-commercial) • Self-sustaining through shared "cultural" connections
  • 21. More than a communications campaign
  • 22. Integrated engagement ecosystem and conferences
  • 23. The movement • A community of people who cruise, can’t wait to cruise or aren’t even thinking about cruising • Powerful “super fans” – advocates whose passion can change the conversation • Evangelists who can drive awareness and consideration • Committed citizens who are community minded
  • 24. • An integrated communications ecosystem highlighting, illustrating, promoting, and underlining the life- enriching experiences of Cruisers • A platform for empowering Cruisers to widely share stories, photos and videos • A celebration of Cruiser spirit in all walks of life, 365 days a year Sharing and celebrating
  • 25. The anchor is up!
  • 26. Establishing Love to Cruise  Conduct trademark and legal name search  Appoint 3 officers • Rick Wilbins, President • Chuck Sharp, Vice President • Jade Falldine, Secretary-Treasurer  Secure Certificate of Formations as a Nonprofit Corporation from State of Texas  Establish Bylaws  Apply for IRS 501(c)3 designation  Apply for trademark  Hire Executive Director  Appoint new Officers, as needed  Appoint Board of Directors  Appoint Advisory Board/Committee  Secure IRS 501(c)3 designation    
  • 27. Surveying our prospects • Focus groups • Confirm • Refine • Define • Clarify • Quantitative surveys • Benchmarking • Identifying opportunities and risks
  • 28. Operational Timeline
  • 29. Operational Timeline PHASE 1 3-6 months PHASE 2 PHASE 3 • Website • Social media • Earned media • Third party advocates • Partnering with Cruise Critic • Partnering with PPI
  • 30. #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games #Cruising Merchandise preliminary site map Television Literature cruiser Quiz Resources Basics TipsCruise Nostalgia FAQs Maps cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Great Moments Celebrated cruisers Memorabilia Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise Home Find Yourself on a Cruise Find Entertainment on a Cruise Charities Find Value on a Cruise cruiser Insider Cruise Line Links
  • 31. #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games Television Literature cruiser Quiz Resources Basics Tips FAQs Maps cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise Home preliminary site map cruisers is a platform for people who cruise to share their stories, especially with those who have never cruised. The featured content will be #Cruising –a multi-feed, single-page “dashboard” view of up-to- the-minute cruise activity via social updates from Twitter, Instagram and Vine. Other features are an interactive forum for user dialogue, celebrity cruise sightings and profiles, and cruiser-submitted videos. cruiser Cam features live webcams on board and at excursion points throughout the world. Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Find Yourself on a Cruise Find Entertainment on a Cruise #Cruising Merchandise Cruise Nostalgia Great Moments Celebrated cruisers Memorabilia Charities Find Value on a Cruise cruiser Insider Cruise Line Links
  • 32. #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games Television Literature cruiser Quiz Resources Basics Tips FAQs Maps cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise Home preliminary site map Why You Cruise offers a litany of encouraging reasons that cruisers give for cruising, including benefits to cruisers, to their families, to the community, for commercial stakeholders and culturally. This section will be lively and persuasive with testimonials and anecdotes, in addition to compelling facts. Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Find Yourself on a Cruise Find Entertainment on a Cruise #Cruising Merchandise Cruise Nostalgia Great Moments Celebrated cruisers Memorabilia Charities Find Value on a Cruise cruiser Insider Cruise Line Links
  • 33. #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games Television Literature cruiser Quiz Resources Basics Tips FAQs Maps cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise Home preliminary site map cruisers Onboard is about cruisers’ experiences on the ship, at ports, on excursions and in destinations. The focus in this section is on the environment in which the cruiser lives and sleeps, and the wide range of experiences cruising makes possible. This will be the opportunity to feature the products and services and special attention unique to the cruising experience. Content will be in the form of testimonials with additional editorial. Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Find Yourself on a Cruise Find Entertainment on a Cruise #Cruising Merchandise Cruise Nostalgia Great Moments Celebrated cruisers Memorabilia Charities Find Value on a Cruise cruiser Insider Cruise Line Links
  • 34. preliminary site map #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games Television Literature cruiser Quiz Resources Basics Tips FAQs Maps cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise Home Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Find Yourself on a Cruise Find Entertainment on a Cruise #Cruising Merchandise Cruise Nostalgia Great Moments Celebrated cruisers Memorabilia Charities Find Value on a Cruise cruiser Insider Cruise Line Links The cruiser Spirit section promotes a lifestyle that’s embodied by the spirit of cruising, as defined by cruisers. Though not always directly relating to cruising (e.g. movies wouldn’t be restricted to the small number of films literally featuring cruises, but would instead appeal to the sensibilities of freedom, fun, relaxation and adventure that are associated with cruising). Each section will energetically illustrate a dimension of the cruiser spirit.
  • 35. preliminary site map #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games Television Literature cruiser Quiz Resources Basics Tips FAQs Maps cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise Home The cruiser Deck is where interactive components, nostalgia and other miscellaneous cruiser content resides. #Cruising is duplicated (from the cruisers section). cruiser Nostalgia revisits the past with historical photos and anecdotes, great moments and unique memorabilia. Love To Cruise merchandise is featured under Merchandise. The site also features charitable organizations involved with cruising. Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Find Yourself on a Cruise Find Entertainment on a Cruise #Cruising Merchandise Cruise Nostalgia Great Moments Celebrated cruisers Memorabilia Charities Find Value on a Cruise cruiser Insider Cruise Line Links
  • 36. preliminary site map #Cruising Forum Celebs Stories Video Photos Fashion Music Technology Movies Sports Games Television Literature cruiser Cam Food Beer, Wine, Spirits Health/Wellness Humor Europe South Pacific Mediterranean Caribbean African North America Asia South America Activities Dining Entertainment Health & Fitness Spa Classes Amenities Social New & Noteworthy On the Ship Excursions cruisers cruiser Spirit cruiser Deckcruisers OnboardWhy You Cruise Home cruiser Quiz Resources Basics Tips FAQs Maps Get Started Get Started provides the “next steps” for prospects to continue down the path of engagement. The highlight feature is a Buzzfeed-style quiz that recommends types of cruises/destinations based on feedback from the user. Resources provide links to take further action, while basics, tips and FAQs provide information including dispelling common myths and reassuring prospects. Find LOVE on a Cruise Find Inspiration on a Cruise Find Food on a Cruise Find Adventure on a Cruise Find Relaxation on a Cruise Community Benefits Personal / Family Benefits Find Family on a Cruise Find Nature on a Cruise Find Privacy on a Cruise Find Life on a Cruise Find Friends on a Cruise Cultural Benefits Commercial Benefits Find Yourself on a Cruise Find Entertainment on a Cruise #Cruising Merchandise Cruise Nostalgia Great Moments Celebrated cruisers Memorabilia Charities Find Value on a Cruise cruiser Insider Cruise Line Links
  • 37. • Bright, relaxed design, maximizes time-spent-on-site • Style departs from traditional B2B, B2C quality – most like tourism associations • Designed for ease of responsive application to devices the website
  • 38. Influencer Community Powered By Dynamic Signal Procure, manage and distribute branded content Brand shares articles, offers and product info with members, who amplify the content across their social channels Influencer shares content on social channels BLOG Friends on Facebook Followers on Google+ Followers on Twitter Connections on LinkedIn Blog readers Reporting & Insights Detailed analysis is provided on the following: Member Growth Social Reach Impressions Shares Sharing Channels Clicks Reactions Content Type Content Source Commerce Transactions ROI & Earned Media WEB TRAFFIC driven back to your official site and properties CLICKS on shared content are generated from member’s Social Connections Content Marketing Meets Scalable Word of Mouth Amplificationbroaden reach with social sharing
  • 39. Content Marketing Meets Scalable Word of Mouth AmplificationMobile alert and mobile sharing Empowering Advocates to Share Content On the Go Push Notifications Increase usage and engagement by prompting logins and sharing Content Streams Full access to all content in a native mobile environment Content Sharing One click sharing to social channels will increase likelihood of sharing Instant Results Generate more content sharing and activity on social channels like Facebook
  • 40. Capturing wine lovers: an example Wine Conversations Tasting Notes Favorite Vintages Wine & Cruising Buying & Selling
  • 41. Earned media • Interviews and commentary • Responses to issues (e.g. norovirus) • Lifestyle surveys and releases • Cruisers’ favorite books • Cruisers’ favorite wines • Cruiser fashion • Cruiser cuisine • Predictions for winners of sporting events (e.g., SuperBowl, World Cup, World Series, etc.) Norovirus not a Concern for Cruisers “Despite the media coverage, the fact is that norovirus just isn’t on cruisers’ radar screens,” said Rick Wilbins, President & CEO of Love To Cruise, a non- profit dedicated to educating the public about cruising life “From our surveys, cruisers tell us is they believe the chances of getting sick are greater on land than at sea. Again and again, what we hear from them is that the benefits of cruising – from adventure to personal relaxation – are far more compelling. Is it any wonder cruisers are smiling in their photos?” # # # PRESS RELEASE TO BE ISSUED IMMEDIATELY
  • 42. Marshalling third party advocates • Maintaining a database of pro-cruise subject matter experts • Identifying cruisers with special expertise • Activating third party allies as issues arise NAME TITLE ORGANIZATION Dave Forney Public Health Consultant D.L. Forney Consulting, LLC Jon Schnoor Public Health Consultant Global Public Health Services Dr. Bob Wheeler Medical Director On Call International Dr. Richard Stennes Medical Director Physician Joe Cox President & CEO Chamber of Shipping of America Peter Hinchliffe Secretary General International Chamber of Shipping Craig Vogt Consultant Craig Vogt Consulting Bill Reilly Advisor TPG Capital Dr. Ellen Prager President Earth2Ocean, Inc. Mark Rosenker Consultant Independent Rear Admiral Tim Sullivan Consultant Independent Vice Admiral James Hull Consultant Independent Dr. Jack Spencer Consultant Independent Richard McAlpin President McAlpin Conroy Jerry Hamilton Managing Shareholder Hamilton, Miller Birthisel, LLP
  • 43. Partnering with CruiseCritic
  • 44. Partnership with PPI
  • 45. Operational Timeline PHASE 1 PHASE 2 6-12 months PHASE 3 • Monthly newsletter (print/online) • Magazine • CruiseTV • Boat Shows • Health & Wellness Shows
  • 46. • Online and print piece to engage cruisers 12 months a year • User-submitted content, polls and editorial content • Develop fan club-like perception of inclusion in a select group Monthly newsletter
  • 47. Print magazine • Print magazines still force in travel information • Legitimizes Love to Cruise • The People Magazine of cruisers – lifestyle, travel and entertainment subject matter • Access to onboard distribution to 10,000,000 cruisers • Advertiser-supported, provision of funding for organization
  • 48. CruiseTV • Create online TV channel that replicates content of Love To Cruise site • Broadcast into cabins of all cruise ships • Develop exclusive content to stream through providers like Netflix and Hulu • Partner with airlines to broadcast content on inflight programming
  • 49. • 100+ major international boat shows each year • 5,000,000+ attendees annually • Proclivity to cruise based on love of boats/water • Largest shows typically near major cruise ports • Excellent face-to-face exposure and enlistment Boat shows
  • 50. • Expand population of fitness- minded cruisers • Fitness, health, nutrition and wellness: bigger concern to cruisers every year • Promote the “peace and serenity” aspect of cruising Health & wellness shows
  • 51. Appendix
  • 52. Operational Timeline PHASE 1 PHASE 2 PHASE 3 12-18 months • Education • Talent casting contest • Talk show partnership • Special cruise offerings • Branded merchandise • Onboard talent show for CruiseTV host • CruiseTV video crew search • Brand applications
  • 53. Education
  • 54. Talent casting contest • Locate talent to host or perform other supporting role in Love To Cruise TV. • Create series/episodes on Love to Cruise TV, covering contest (ala “Next Food Network Star.”) • Create excitement and brand awareness on- board. • Unlimited PR potential
  • 55. • Partner with highly rated talk show • For one week, produce and broadcast show from cruise ship and featured port stops • Create onboard customer encounters with celebrity talk show guests • Tie in promotional giveaway to engage at-home viewers Talk show partnership
  • 56. Special cruise offerings Eco Cruising High School Reunions Weddings / Anniversaries Celebrity Enthusiasts
  • 57. Branded merchandise • Create branded merchandise for sale online and onboard • Find “green” partner to use recycled material from Carnival Corp ships to make merchandise • T-shirts • Towels • Hats • Tote bags Towels Merchandise
  • 58. Onboard talent show for CruiseTV host • Establish daily onboard talent contest to identify hosts for Cruise TV • Engage fellow cruisers to talent contest to vote for favorite • Invite people to watch contest via the web and participate in the voting process • Bring back winners selected throughout the year (and their families) for a final contest
  • 59. CruiseTV video crew search • Hold a contest inviting amateur videographers to submit content for Cruise TV • Invite cruisers to vote for favorite content • Winner(s) get a paid contract to develop content for Cruise TV
  • 60. Brand applications
  • 61. Examples of cruisers active in social media
  • 62. Social media Millions of self-identified cruisers already communicating and easily enlisted via targeted campaigns.
  • 63. • Facebook • Twitter • Google+ • Pinterest • Instagram
  • 64. • Facebook • Twitter • Google+ • Pinterest • Instagram
  • 65. • Facebook • Twitter • Google+ • Pinterest • Instagram
  • 66. • Facebook • Twitter • Pinterest • Instagram
  • 67. • Facebook • Twitter • Pinterest
  • 68. • Facebook • Twitter • Pinterest
  • 69. • Facebook • Twitter • Google+ • Pinterest • Instagram
  • 70. • Facebook • Twitter • Google+ • Pinterest • Instagram
  • 71. • Facebook • Twitter • Pinterest • Instagram
  • 72. • Facebook • Twitter • Google+ • Pinterest