Together, Carnival Corporation and LDWW embarked on a comprehensive reputation recovery strategy designed to restore trust, improve reputation, ignite consumer word of mouth and bolster the brands.
Relentless communications efforts over the course of three years have focused on creating a highly positive media environment for the company and its brands, busting outdated cruise myths to help change misperceptions, positioning Carnival Corp. CEO Arnold Donald as the “voice” of the industry, and driving increased consideration and demand for cruising as part of the larger vacation market.
Honored with dozens of top PR industry nominations and awards in three years – including PRSA’s “Best of Silver Anvils” Award for the best overall PR program for all of 2015 – the reputation campaign has played a major role in one of the most remarkable corporate turnaround stories in U.S. history.
- Carnival Corporation has driven more than two-thirds of the industry’s overall coverage and over 70 PERCENT of the industry’s positive coverage in the past few years, while reducing negative coverage by more than 75 PERCENT.
- Carnival Corporation has seen dramatic reputational recovery, led by Carnival Cruise Line, which became the “most improved U.S. brand in consumer perception,” according to YouGov’s BrandIndex.
- Carnival Corporation has attracted new cruisers, grown total passengers, increased revenue, and DOUBLED earnings since 2014, while on a path to deliver double digit return on invested capital.
- In March 2017, Jim Cramer of CNBC’s Mad Money declared: “As for Carnival, here we go again with CEO Arnold Donald beating the quarter again. The man who may be the best turnaround artist of our time delivered robust numbers and remains the steward of what I would call one of the most experiential vacations you can get at a very low price.”