CARNIVAL CRUISE LINE CASE STUDYCarnival Cruise Line Case StudyYara DemoulinMBA 635 - Marketing and New Media StrategyBellevue University2019
CARNIVAL CRUISE LINE CASE STUDYCase RecapCarnival Cruise Line is one of the largest cruise lines available in the world with headquarters in Miami, Florida. They are owned by the American-British Carnival Corporation & plc. They introduced themselves to the world back in 1972 as “The Fun Ships”. In 2008 they changed their slogan to “Fun for all, all for Fun”. In 2018 up to today’s date they decided to keepit simple with “Chose Fun”.Currently, Carnival Cruise Line has 26 ships and it is considered the largest fleet in the Carnival Group. They operate 3 to 24 days voyages, departing from every coast in the US, as well as Canada, Puerto Rico and Barbados. While they are best known for Caribbean Cruises, they also sail to other amazing destinations like Mexico, Alaska, The Bahamas, Cuba, Europe, Hawaii and the Far East (Carnival Cruise Line, 2019). Despite all the great things they have to offer, in the past several years they have suffered a great amount of accidents while in operations. The incidents include engine room fire that left the ship stranded for several days, person missing, death, technical malfunction, struck a reef andpartially sank, among others. With all these misfortune the cruise line is facing marketing issues due to the damage to their reputation caused by social media. During one of the cruise’s incidents, the public received the information more quickly than the television could produce it through social medial like Facebook and Tweeter. Passengersaboard began tweeting and posting numerous not so nice things about the cruise while they were stranded which made the public form their own views related to the disaster. The media plays a tremendous role in the shaping of public opinion regarding any disaster, and Carnival’s troubles are no exception (Bryce, 2014). Carnival Cruise learned the hardway what should or not be said in social media. At the time of those incidents they were also
CARNIVAL CRUISE LINE CASE STUDYposting information on social media, apologizing for the mishaps which show they are admitting their fault publically. The more accountable the corporation is for the incident, the more damage it can expect from stakeholders opinion (Coombs, 2007).Problem IdentificationThe major challenge that Carnival Cruise Line is facing in this case is how they handled their response to crises by using social medial. They were so open about the incidents on social media for the whole world to see. Being open to the public is a good thing but not when talking about crisis, that is not the time to be so explicit. There is a fine line between giving the public
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- Fall '15
- Carnival Cruise Lines, cruise line, Holland America Line, Cruise lines , Case Study Social Media