Carnival Corporation: Sailing from historic industry shutdown to the global restart of cruising

Carnival Corporation, the cruise company, developed a long-term campaign to immediately manage short-term issues during the pandemic in the US.

Situation

2020 was projected to be a banner year for the cruise industry and the world's largest cruise company, Carnival Corporation, which entered the year riding a wave of consecutive record profits and passenger growth, on top of a record 32 million cruisers expected for the industry in 2020. But that momentum soon began to crash as the COVID-19 pandemic took the cruise industry by storm and reports of outbreaks, lockdowns and highly publicized cruise ship incidents plagued the company and industry, fueling the media's fixation on cruising and its role of spreading this new virus around the world.

As...

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