Marketing Communications
Marketing Communications
Following the devastating 2017 hurricane season, revitalizing Caribbean tourism required swift, unified action across the maritime travel sector. Partnering with the Florida-Caribbean Cruise Association (FCCA) and 18 cruise lines, Adam spearheaded marketing and communications for the cross-industry "Caribbean is Open" campaign.
The multi-channel strategy integrated earned and paid media, a nationwide satellite media tour, hyper-targeted search and social advertising, promotions, and coordinated internal communications. Generating over 7 billion external impressions, the initiative restored traveler confidence and directly contributed to record Caribbean earnings for Carnival Corporation through late 2017 and early 2018—demonstrating the commercial power of unprecedented industry-wide collaboration.
All the media and marketing activities for the Caribbean is Open promotion directed Guests and travel advisors to visit the Caribbean is Open website. On this site, Guests could find real time information about destinations and their cruise departures. The site also featured recent photography of the Caribbean islands. This site was later transitioned to be called Caribbean for Everyone - a destination site where anyone can learn about the Caribbean.
Since Guests were curious about the state of the Caribbean islands following the hurricanes, Adam led an effort to hire a photographer. The photographer made an approved itinerary to visit destinations in the Eastern Caribbean. He took photos of landmark locations, so we could show Guests the current beauty of the islands.
Adam worked with a student group at the University of Oklahoma to coordinate social media efforts. With his leadership, the student group developed the posts and scheduled the interactions on all social media platforms. They acted as a pro bono agency for the Florida-Caribbean Cruise Association.
Carnival Corporation and the FCCA cruise lines drafted and released a Press Release detailing what a guest might expect on a Caribbean cruise vacation. Adam partnered with the PR agency and FCCA partner cruise lines to circulate this press release.
To answer questions to from the Media and Guests, Adam partnered with a PR agency to develop FAQs. The FAQs were posted on the landing page and shared on a reactive basis with those inquiring about the state of the cruise industry after hurricanes.
Adam led a project to develop a video about the Caribbean, on behalf of the Florida-Caribbean Cruise Association. The video was shared on social media and on the landing page. The video was developed by an agency from New York City. After vetting, the agency was selected by Adam.