1. Carnival Cruise Lines: Rebuilding Image and Reputation Presented by: Sara Lang Kate McNally Amy Wehinger

2. Situational Analysis & Stakeholders State of the Cruise Industry Fastest-growing Travel agent bookings U.S. investigations State of Carnival High-profile disasters $700 million in upgrades Confidence, occupancy & earnings down Stakeholders Travelers Travel agents The media 3. Primary Research Benchmarks Tracking Media Research Targets Regular Surveys & Polls Depth Testing Focus Groups Ongoing Process: Data to Understand Audiences, Shape Messages, Select Vehicles, Modify Plan 4. Goals & Objectives LeaderSafety Prepared Travel Agents Families Service Goal: Overcome current challenges to profitability and long-term performance 5. Response Strategy: SMART Specific Measureable Attainable Relevant Time-Based 6. Guiding Theories Organizational Renewal Theory Crisis Learning Opportunity Elaboration Likelihood Model (ELM) Audience Messages Persuasion 7. Messages Leader in safety and cleanliness Top-notch team is prepared for any emergency Values travel agents The choice for fun, affordable family vacations Cares about its customers comfort Building a long-term strategy for profitability 8. Tactics Safety Website, Report Card, Ads & Videos w/CEO, PR Campaign Travel Agents Rewards & Incentives, Targeted Comm., Trade Assoc. Family Vacation Targeted Ads, Package Discounts, Revamp Camp Carnival, Parenting publications/websites 9. Tactics Social Media Mom Bloggers, Photo Contest, Monitor Reviews, Reward Customer Reviews Internal Audiences Crisis Training, Revamp Internal Communications Measurement & Evaluation Data, Plan Modifications 10. Timeline 11-Month Campaign October National Cruise Month January-March Wave Season June-August Peak Season Launch Campaign Re-launch campaign with modifications Re-launch last cycle and final evaluation 11. Evaluation Measuring success throughout the campaign: OUTPUTS: informing audiences OUTTAKES: audience perception changes OUTCOMES: changes in consumer behavior