Orlando Meets Las Vegas…In Alcatraz

When Kathy Mayor was CMO of Carnival Cruise Line, she had a special challenge on her hands after the infamous “poop cruise”. If you don’t know what I’m talking about, here’s a Google search about it.

How do you recover from that? How does a brand get customers to trust them, given the barriers to taking a cruise, especially for first time cruisers? How do you get people to buy a vacation where Orlando meets Las Vegas…in Alcatraz?

As Kathy shared at the Digital Branding Analytics Miami 2019 Conference, she used a 7-part framework that she found in a book:

  • Interrupt the pattern
  • Create comfort
  • Change the associations
  • Lead the imagination
  • Shift the feeling
  • Satisfy the critical mind
  • Take action

End result?

Source: https://youtu.be/8rAC5ztOCNo

Within a short time, she managed to return the Carnival Brand Index back to its pre-poop-cruise average.

These days, Kathy is CMO at Boxy Charm – interested in hearing more of her experiences? Check out the video below from the #DBAmiami Conference 2019.

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