Fathom Travels to Cuba

April 6, 2016
Comm483 Take Home Case Proposal
By Emily Singer

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Situation Analysis
Carnival came to TerPR with one question in mind, how can Fathom, the companys
social impact line, make the most of its new destination vacation to Cuba? Fathom is at
the forefront of a wave of tourism efforts in response to a reopening of economic,
political and social relations between the United States and Cuba. Cuba is a country rich
with history and culture, and the amount of visitors from the U.S. has gone up by 75%
from 2014 to 2015. (Guardian, 2015) Now is the time for Carnival and Fathom to invest
in setting up port there, but in order to do so they need to make sure the cruise touches
upon all the country has to offer.
Problem Statement
The re-opening of relations between Cuba and the United States has turned the country
into a top destination for Americans and Carnival must make the most of the publicity of
its expansion to Cuba.
SWOT
STRENGTHS
Fathom is one of the first to offer a
social impact cruise vacation
Success in the Dominican Republic
Reputable and respectable existing
local partnerships with Entrena and
IDDI
Affordability in the both the cruise
and overall travel market
Small ship with more personable
crew and customized experience
First cruise to sail from the U.S. to
Cuba
OPPORTUNITIES

United States reestablished relations

with Cuba

WEAKNESSES
Fathom is a new brand with little
name recognition
Bad reviews of the line in Business
Insider and Huffington Post
Carnival Corporation is the parent
company and has had recent
reputational challenges
Lack of media presence, i.e. small
following on social networks
Only partnered with five travel
agencies (Nexion, Cruise.com, Travel
Leaders Franchise Group,
Vacation.com, Cruise One, World
Travel Holdings) (Fathom, 2016)
THREATS

American tourists can now travel

without as many restrictions

Only 50% of Americans have

favorable views of Cuba (Swift,
2015)

From 2014 to 2015, U.S. visitors to

Cuba increased by 75% (Guardian,
2015)

Potential environmental impact of

ships sailing into Cuban ports

Growing identifiable market of

Backlash from local Cuban

communities
Limited Cuban infrastructure to

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potential social impact travel
consumers (approx. one million
North Americans)
Research Insights

accommodate and support the amount

of visitors Fathom will bring

In order to successfully capitalize on this opportunity, it is critical that thorough research

be conducted to better understand the target market, aspects of Cuban culture to highlight
and any potential barriers that Fathom may face in developing this cruise to Cuba.
Tourism to Cuba is on the rise. From 2014 to 2015, U.S. visitors to Cuba increased by
75%. (Fathom, 2016) While this is helpful information, it is most important to know who
travels and how they travel. What particular groups are socially conscious, how do they
make purchasing decisions, where do they normally travel? Many of these critical
questions can be answered through secondary research. The following are TerPRs
findings and important insights from secondary sources:

Travel Insights
o A 2015 Gallup poll indicated that more than 50 percent of Americans had
favorable views of Cuba and four in ten Americans were interested in
visiting, with younger generations showing the most interest (Swift, 2015)
o WYSE Travel Confederation's New Horizons benchmark study, which
began in 2002, sought to understand the unique travel motivations,
activities, booking, and spending habits of young travelers worldwide, as
well as the growing requirements of the ever-expanding industry. They
found that:
The ability to book using mobile devices is the second biggest
consideration after price. Websites are how most young travelers
seek information about future destinations. (New Horizons, 2012)
o WYSE Travel Confederation also found in their survey of more than
34,000 people from 137 countries, found that young travelers are not as
interested in the traditional sun, sea and sand holidays as previous
generations are (New Horizons, 2012)
They are spending less time in major gateway cities
o HomeAway reports in 2014 that Gen X travelers, those born between 1965
and 1980, will take the most leisure trips. (Annalect, 2014)
o AARP reports that Baby Boomers (aged 50+) are active travelers,
anticipating four or five trips in the next year. More than half of Baby
Boomers report that they plan to travel exclusively in the U.S., and 42%
plan on both domestic and international travel (AARP, 2015)
o The Boston Consulting Group reports, the millennial generation, defined
as those between the ages of 16 and 34, is more interested than older
generations in traveling abroad as much as possible (Barton, 2013)

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According to AMP Insights, millenials are

ready to reward or punish a company
depending on its commitment to social
and/or environmental causes. This chart,
also from AMP demonstrates how
millenials describe themselves, and 73%
said they were responsible, while 62% said
they were creative. These are the two
qualities most important to the Fathom
brand. (GreenBook, 2010)
On the other hand, AARP reports that over
half of the Baby Boomer population can be
consider socially conscious consumers.
(AARP, 2015)
The Florida Caribbean Cruise Association released a study in 2014 that details the
demographics of travelers in the current cruise industry. Cruise travelers spread across the
age spectrum, with one-quarter falling equally in the 30-39, 50-59 and 60-74 age groups.
The annual household income of a cruise traveller was $114,000. When weighing cruise
vacation options, travelers placed cost and destination as top factors in their selection.
They spent an average of $2,200 per person on their last cruise, which is comparable to
Fathoms prices.
It is also important to note some of the most popular Cuban cultural experiences.
According to Autentica Cuba there are 256 museums focusing on history, the revolution,
music, natural science, colonial and ornamental art, weapons, cars, religion, tobacco, rum
and sugar; more than 100 art galleries and around 70 theaters. More than 75% of these
attractions are based in the three ports of call the Fathom will visit, and all of them are
places that can be incorporated into the itinerary. Additionally, the Ministry of Culture of
Cuba reports that March is the busiest month for tourism.
This is not an exhaustive list of all research that can and should be conducted. It is our
recommendation that further primary research be considered. We need to find out whats
important to our target publics. What motivates them? A possible option would be a series
of focus groups for each generational audience. For each generation of interest
(millenials, generation x and baby boomers) there would be 8-15 randomly selected and
asked a series of questions. These questions could include:
1.
2.
3.
4.
5.

What is your view of U.S. relations with Cuba?

Are you interested in travelling to Cuba yourself?
How often do you travel? Domestically or internationally?
Have you ever been on a cruise?
Do you know Carnival? If so, what is your general opinion of the brand?

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6. Do you consider yourself to be socially conscious, i.e. do you believe in doing
good for others?
7. How interested are you in learning about other cultures?
While this list is not all the questions that could be asked, it helps to get a better
understanding of the views of each group. This focus group would be helpful in testing
interest in this particular type of travel amongst different audiences, which in turn will
shape the campaigns messages. It is clear that the target consumer is someone who is
strongly predisposed to participate in this type of experience, but only this sort of
research can determine who that consumer is. The purpose of this focus group and any
other primary research is to expand upon any insights found in the secondary research.
Goals
The main goals of this campaign are as follows:

Fathom and Carnival will be recognized as the brand of choice for destinations to
Cuba.
Fathom will earn the reputation as the premier source of cultural immersion in the
cruise industry.
Fathom will become a leader in Cuban tourism.

Objectives

Increase awareness of the Fathom line of Carnival cruises by 50% by the end of
the campaign (outcome)
Educate all Fathom passengers on aspects of Cuban culture by the end of their
stay on the ship (process)
Motivate 75% of Fathom passengers by the end of their stay to travel on the
cruise line again (outcome)
Gain 200 top-tier media hits by the end of the campaign (output)
Increase attendance to Fathom cruises by 80% after one year (output)
Achieve national coverage by 10 major outlets on the day of the first cruise
departure (outcome)
Engage 15 unique Cuban cultural outlets in cruise activities by the end of the
campaign (process)

Publics
Fathom wants to tap into an audience of young people who are interested in travel with a
purpose. This passenger is culturally conscious, curious, socially aware and ready to
make a difference. While that may be the target consumer, that audience may not
necessarily be aware of this opportunity. Before the implementation of this campaign, the
level of current engagement of specific publics can be categorized as such:

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Active Reach through existing social channels, Cuban news outlets

o Previous cruise-goers
o Cuban business owners or professionals
o Cuban-Americans
o Travelers with an interest in Cuban culture
Aware Reach through national news impressions, magazine/TV placements
o Young travelers
o Baby boomers travelling on retirement
o Eco-tourists
o Experiential travelers
o Global travelers who already pursue service-based experiences
Latent
o Residents of Miami
o Other cruise lines

Theme: Explorar Cuba con Fathom Cruises Explore Cuba with Fathom Cruises
Late Spring/Summer 2016: Feel the Heat
Feel the Heat is designed for those
seeking to experience the best of Cuban
nightlife and sensuality. During the months
of April-July, Fathom cruises to Cuba will
focus on the Cuban traditions of dance,
music and visual art. There will be
multiple trips outside of the boat that
passengers can choose from, and they all
will engage visitors in the various
elements of the Cuban art scene. In
Havana, visitors will take in ballet and
Cuban musicians play in the street
opera at the Gran Teatro de la Habana.
(Fathom, 2016)
They will check out the Museo Nacional
de Bellas Artes (Arte Cubano) that displays purely Cuban art and listen to traditional
music at La Casa de la Musica Centro Habana. The National Museum of Music in Old
Havana is the place to go to learn about the history of Cuban music. (Sainsbury, 2016)
In Cienfuego, passengers will experience a
cooperative art studio called Art in Your Hands,
take in a live performance at Teatro Tomas
Terry and salsa dance at Centro Cultural El
Cubanismo. For their stay in Santiago de
Cuba, the Diego Velazquez Museum is a
premier hub of Cuban art and Casa de la
Trova is the center of music and dance.
(Sainsbury, 2016)

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Classic cars in front of Gran Teatro
(Fathom, 2016)

On board the ship, instructors from local

studio Academia Salsa Allegre will teach the famous Latin dance to passengers in twohour long classes. Caledonia Dance Studio will do the same in Santiago de Cuba, and
also teach more traditional dances like the chachacha and mambo. Additionally, the ship
will feature mini art gallery showings for some of Cubas best local artists. (Sainsbury,
2016)
Fall 2016: Walk in Their Footsteps
Walk in Their Footsteps is for the
history enthusiasts and lovers of all things
outdoors. From August-November,
Fathom cruises to Cuba will highlight
Cuban history, the Cuban revolution and
historical landmarks and architecture.
Each port of call has a number of
historical destinations that are foundations
of Cuban culture, as well as museums that
bring the stories to life.

Fortaleza de San Carlos de la Cabaa at sunset

(AP, 2016)

Some optional cultural excursions in Havana are Necropolis Cristobal Colon, one of the
oldest cemeteries in the Americas, and Capitolio Nacional, Havanas most grandiose
building. Another option could be the Fortaleza de San Carlos de la Cabaa, the oldest
military structure in the city. Passengers will be immersed in the architecture of eclectic
Plaza Vieja, historical Plaza de la Catedral and modern Plaza de la Revolucion. There is
also a museum dedicated specifically to the revolution that will cater to the history buffs
on the ship. (Sainsbury, 2016)
Santiago de Cuba and Cienfuego also offer much in the way of history and architecture.
Castillo de San Pedro de la Roca del Morro is a fort in Santiago de Cuba that has been a
UNESCO World Heritage site since 1997. Santiago's famous Moncada Barracks, a
crenellated art deco building completed in 1938, is now one of Cubas finest museums.
Here passengers can learn about the Cuban Revolution. Passengers will enjoy the urban
historic Centre of Cienfuego, also a UNESCO World Heritage site, and the historic old
Palacio del Valle, an eclectic architectural masterpiece. (Sainsbury, 2016)
When passengers are on board the ship, they will experience the best that Cuba has to
offer in cuisine and entertainment. In the evenings there will be live Cuban jazz and
dance performances, as well as opportunities to try the countrys world famous cigars and
rum drinks.
Winter 2017: Taste the Flavor
Calling all food connoisseurs, Taste the Flavor is designed for you. Starting in
December and finishing in March, the theme of Fathoms cruise to Cuba will be Cuban

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drink and cuisine. On board, famous Cuban chefs and restaurant owners Luis Alberto
Alfonso Prez of El Gringo Viejo, Michael Alejandro Calvo Oviedo of Atelier, Yamilet
Magario Andux of Andux, and Gilberto Smith lvarez of Pizzanella will host cooking
classes for passengers to learn the basics. (Sainsbury, 2016)

Sustainable farmer in Havana,

Cuba (AP, 2016)

Passengers will stop at the Cuban Chocolate

Museum in Havana for a taste of the delicacy
Cuba is known for. La Isabelica in Santiago de
Cuba is the perfect destination for passengers
with a love of Cuban coffee. Cuba is also home
to many sustainable farms, and passengers can
choose to travel to Vivero Alamar, an organic
urban farm outside of Havana. Visitors can also
have the option to tour the Bacardi Rum Factory
in Santiago de Cuba or the Partagas Cigar
Factory in Havana. (Sainsbury, 2016)

Spring 2017: Feel the Heat

This will be a repeat of the dance, music and visual art theme and feature similar cultural
destinations in all three port cities, as well as similar on-board workshops and activities.
Strategies:

Fathom will position itself as the preferred brand among young cruise-goers
Publicize the diverse offerings for all three themed cruises to Cuba
Showcase the MV Adonia as the best boat in its class
Promote the premier quality of stay on the MV Adonia for passengers
Shift attention from Carnivals indiscretions to Fathoms innovative business model
Encourage interest in cruises amongst the millennial market
Generate a buzz about social impact travel
Partner with local Cuban businesses (i.e. art galleries, restaurants, music venues,
etc.)
Refocus the negative attention from Carnival Corporation to the groundbreaking
inaugural cruise from the U.S. to Cuba on Fathom

Tactics:

Schedule three press conferences for Arnold Donald to discuss Fathom, one before
the first departure and two throughout the course of the year
Schedule at least five posts for Instagram, Twitter and Facebook on both Fathom
and Carnival accounts for the day of the first departure
Schedule at least two posts a week on each of these platforms from May 2016 to
May 2017
Schedule an interview for Arnold Donald on Good Morning America, The Today
Show and CBS This Morning during the week of the first departure in May 2016

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Schedule updates to the Fathom blog once a month for twelve months and link to
all other social channels
Develop logos for each themed cruise for spring, fall and winter
Schedule a press release for the first departure and for each theme until May 2017
Schedule a first departure celebration event on May 17, 2016 hosted by Arnold
Donald on the MV Adonia
Invite Florida specific news outlets (i.e. Miami Herald) and national (CNN,
MSNBC, AP, Reuters, etc.) travel reporters to the departure event
Schedule promotional events in Miami and Cuba at local venues for cultural
holidays

Spokesperson/Key messages
President & CEO Arnold
Donald of Carnival
Corporation
Donald was appointed CEO in
July of 2013. Prior to this
position, he served on
Carnivals board for 12 years.
Donald is a longtime cruisegoer who took his first vacation
at sea. (Sampson, 2014)
President and CEO Arnold Donald (AP, 2016)

He worked at Monsanto for more than 20 years, and in 2000 he and

other investors bought brands from Monsanto and formed the
company Merisant. Donald was ushered into the company at a time
where Carnival was struggling to gain back its reputation, but so far
he has not bowed under the pressure. Since his appointment, Donald
has appeared on CNBC a number of times, as well as Bloomberg TV,
Associated Press Television News, Black Enterprise TV and CBS
This Morning. (Sampson, 2014)

I think Arnold is
very media savvy,
Hes been doing a
lot of interviews
hes been on
TV

Anne Kalosh, the U.S. editor of the Seatrade Cruise Review magazine, said of Donald, I
think Arnold is very media savvy, Hes been doing a lot of interviews hes been on TV,
hes been talking to print media, he talks to the trade. (Sampson, 2014)
Donald is now the public face of the company, and there is no other person more well
suited to serve as the spokesperson for the launch of Fathoms cruises to Cuba. With that
said, the following is a list of messages that Donald will convey to the media in
promotions for this campaign:

Fathom offers consumers a different kind of travel experience that is authentic and
meaningful (Fathom, 2015)

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Fathom will serve the growing market of existing service-oriented global travelers
and potential social impact consumers looking for a different type of vacation
(Fathom, 2015)
Fathom is the right travel choice for the socially-conscious consumer looking to
learn more about the culture of the country they visit (Fathom, 2015)
Everyone who sails with Fathom to Cuba will have a special, rewarding and
enriching experience with the MV Adonia and Fathom brand (Fathom, 2015)
Carnival Corporation is among the most profitable and financially strong in the
travel industry (Fathom, 2015)
Fathoms partners in the travel industry include the most premier, well-respected
and highly-recognized travel agencies in the country and the world (Fathom, 2015)
The Fathom social-impact line is different from competitors because of its longterm, partnership approach with the Dominican Republic and Cuba, as well as its
unique business model that allows for passengers to make a sustained impact and
create lasting development in these countries (Fathom, 2015)

Evaluation
At the completion of this plan, TerPR will evaluate the different stages of the campaign
and gather insights to measure the campaigns overall success in reaching its goals and
objectives. The evaluation will follow the PII format:

Preparation: Measure if the plan right on budget, resources, channels, timing and
other sources of input
Implementation: Measure progress indicators like social media hits, media
impressions, attendance on the cruise, attendance at events, etc.
Impact: Measure the change achieved in buying tickets to the cruise, opinion of
Carnival, etc.

TerPR will look at the following within the target consumer market:
outputs (news media coverage, social media, attendance, participation)
o desired placements in key outlets
o calculate the number of impression from these outlets
o look at indications of being noticed like an increase in followers on social
media
outcomes (changes in attitude about Carnival, awareness level of Fathom cruises)
outtakes (message retention, message recall, knowledge, agreement)
outgrowth (new partnerships with Cuban businesses, allies within the travel
industry)
Any mention of Fathom within the twelve-month period of the campaign, all impressions
or number of people exposed to our messages, the circulation of the news releases, scope
of the distribution and the engagement of consumers on social and other media will be
considered in the evaluation. To do this, TerPR will conduct a pre-test and a post-test. The

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same respondents will be used for each, and they will be asked questions in regards to the
campaign via a focus group and survey.

Timeline

PreCampaign
Launch

Write, press release. Plant

story in travel magazines.
Get Arnold Donald on
GMA, Today, etc.

Spring/Su
mmer
2016

Draft social media and

blog posts for the
innaugural departure
and the first themed
cruises

Fall 2016

Pitch news outlets stories

on theme of fall cruise

Winter
2017
Spring
2017

Develop plan for

Independence Day
celebration with Donald and
invite major news outlets

Draft posts for Independence

Day event

Plan departure celebration event.

Coordinate schedule with news
outlets and Arnold Donald

Host a press conference and put on

the Festival Santiago de Cuba
event in Miami

Engage followers on social media,

update blog with stories from last few
months on Fathom
Schedulesocialmediapostsfor
thirdthemedcruise,updateblog.
ScheduleanappearanceforDonald
onmorningshowsforMay

Start evaluation process

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Works Cited
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er_insight_traveling_with_millennials/
CarnivalCorporation'sSocialImpactBrandFathom,AnnouncesAdditionalPremier
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study
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https://www.lonelyplanet.com/cuba
Sampson,H.(2014,July4).Oneyearin,CarnivalCEOArnoldDonaldisworkingto
righttheship.RetrievedApril06,2016,from
http://www.miamiherald.com/news/business/article1974194.html
Swift,A.(2015,February19).Americans'OpinionofCubaHighestinNearly20Years.
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cubahighestnearlyyears.aspx
Travel:WhoSpendstheMoneyNow.(2014,June11).RetrievedApril06,2016,from
http://www.annalect.com/travelspendsmoneynowbestwayreach/
UStraveltoCubasurges36%followingthawindiplomaticrelations.(2015,May26).
RetrievedApril06,2016,fromhttp://www.theguardian.com/world/2015/may/26/us
americancubatraveltourismincrease

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