Marketing Communications
Marketing Communications
In 2015, Adam was recruited to work on the OceanMedallion project at Carnival Corporation. The OceanMedallion was a first of its kind IoT (Internet of Things) project to innovate and change the cruise experience. The concept included innovative Experiences and Media.
To guide the work creating the OceanMedallion, Adam created the Integrated Marketing Communications Framework. The framework and corresponding documents helped teams to understand their swim lanes and further build areas where the OceanMedallion would activate in the marketplace.
The Integrated Marketing Communications Roadmap provided a leadership-level view of upcoming campaigns and initiatives to support OCEAN TV programming and the OceanMedallion launch.
The OceanMedallion for Princess Cruises was launched to the world at CES in January 2017. The event gained media attention since it featured at a keynote address - it was the first time a travel company presented a keynote address at CES. Following the presentation, Guests were guided to the Las Vegas Convention Center to see the future of cruising. In the Experience Center, Guests had the opportunity to see how the OceanMedallion would transform their vacation. Along with our PR agency and a production company, Adam helped to plan and arrange the events and participation at CES. This important launch for the company was one of the largest-format activations and integrated promotions efforts.
To celebrate a second season of OCEAN TV programming and the launch of OceanView, Carnival Corporation hosted an event in Times Square. The event featured billboard placements on light up boards and a small Experience Center. At the Experience Center, Guests could preview the Over-the-Top (OTT) app for programming, named OceanView. Adam managed the relationship with all 9 cruise brands for this launch. Adam collected additional curated content to be featured on the OTT app. On the day of the activation, Adam planned and coordinated all travel advisor activities - ensuring that they were some of the first people to experience OceanView.