6BE-1509A2809.pdf - Carnival Corporation Navigating the World's Leading Cruise Company to Smoother Waters 2015 Silver Anvil Award of Excellence Winner

6BE-1509A2809.pdf - Carnival Corporation Navigating the...

This preview shows page 1 - 3 out of 3 pages.

Carnival Corporation: Navigating the World's Leading Cruise Company to Smoother Waters 2015 Silver Anvil Award of Excellence Winner Crisis Communications — Business Submitted By: Carnival Corporation with LDWWgroup © 2015, Public Relations Society of America, Inc.
Image of page 1
Carnival Corporation: Navigating the World’s Leading Cruise Company to Smoother Waters Situation Analysis A series of high profile incidents in 2012 and 2013, including the sinking of the Costa Concordia that resulted in the deaths of 32 passengers and the infamous Carnival “poop cruise , shook consumer confidence in Carnival Corporation and its cruise line brands (Carnival Corporation owns nine cruise line brands, including Carnival Cruise Lines and Costa). While the cruise industry as a whole had a rocky 12 months with several onboard incidents, much of the negative publicity targeted Carnival Corporation. Not surprisingly, bookings dropped, revenue sagged and the reputation of the corporation and its brands suffered after the incidents with brand perception dropping by as much as 50 points at its lowest point (YouGov BrandIndex). Hindering recovery was the organization’s autonomous structure – all brands operated independently (even competing with each other for market share), so they did not collaborate, cooperate or communicate as a global entity. In fact, Carnival Corporation did not have a corporate communications function (it only had brand-specific demand- generation-focused communicators within each of the individual operating companies). In the midst of the turmoil, Carnival Corporation’s CEO stepped down and was replaced by board member Arnold Donald, who had not run a travel company previously. A new leadership team was put in place and the corporation brought in long-time public relations professional Roger Frizzell as Chief Communications Officer to help tackle head on the recovery of the company’s reputation. Research Overall, consumer perception, consumer purchase intent and media share of voice for Carnival Corporation and its brands were adversely affected in 2012 and 2013 as a result of the issues that plagued the company. According to an ongoing YouGov BrandIndex study , Carnival’s consumer brand reputation fell by as much as 50 points by mid-2013. The company also tracked purchase consideration for Carnival brands from 2012-2014. At its lowest point in May 2013, Carnival purchase consideration fell to a score of approximately 15 almost 20 points lower than the rest of the industry . Beginning in 1Q
Image of page 2
Image of page 3

You've reached the end of your free preview.

Want to read all 3 pages?

  • Spring '18

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture