Who We Are

Founded in 2001, The Millennial Group believes that the age of

digital communication has transformed the way brands connect
with audiences. The group is a leader in using online networks
and social media for reputation management.
The Millennial Group recognizes how impactful digital platforms
are and have successfully improved several brands, including
Toyota, Beyond Petroleum (formerly British Petroleum) and Jet
Blue, through its innovative techniques.
The group is a multi-branch agency with capabilities ranging
from media planning, social media, reputation management and
many more.
The PLAN
The Millennial Group`s unique three-part plan consists of
extensive research, innovative safety reviews and an online and
TV advertising campaign. The research step of this program will
involve extensive social media and data analytics, which will
identify key infuencers
The next step is the safety reviews. Target Engineering, one of
Miami`s leading engineering frms, will be brought in to inspect
all cruise ships in order to solidify Carnival`s position as the
industry leader in safety. During this 12-week phase, two ships
will be brought to port each week and inspected. Once Carnival
and Target Engineering are confdent with all of the 24 ships,
step three will begin.
This step will focus on a social media engagement plan. 10
critics that had previously interacted with Carnival on social
media networks will be randomly selected to receive a free
Carnival Cruise. While these passengers are aboard, they
will receive an iPad and utilize the hashtag #safesailing on
Twitter. Not only will the cruise experience be documented on
Facebook, Twitter and YouTube, but TV commercials will also
be made from footage captured aboard the cruise ship.
TArgeT AudieNces
The Millennial Group intends to reach three different audiences.
These publics will consist of college-aged youth; this can
include recent graduates and young professionals. Young
families as well as older people without spouses or children are
also an appropriate audience to reach. These audiences will be
reached through digital platforms as well as through traditional
marketing campaigns.
PreseNTATioN TeAm
Jason Andre
Esther Chen
Rebecca Warren
Jessica Wiggs
ProPosed TimeLiNe
June 2 - August 25
Two ships per week will
be assessed by Target
Engineering to ensure that
ship safety meets the most
rigorous standards
July 1
Web advertisements will go
live on social media platforms
August 1
Offer free cruises to
select individuals
September 16 -
November 15
Begin comprehensive paid
advertising campaign with
customer testimonials
coNTAcT iNformATioN
(212) 479-8550
43 W. 33rd St.
New York, NY 10001
reputation@millennial.com
millennialgroup.com
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In recent months Carnival Cruise Lines has encountered many safety
issues that have been detrimental to its overall reputation. The Millennial Group
has a bold and comprehensive plan to improve Carnivals reputation and solidify
the cruise line as the industry leader. This unique plan consists of three main
steps, which focuses on maintaining passenger safety and repositioning Carnival
as a pioneer in the digital age through innovative social media techniques.
The first step of this program is to research the current reputation of
Carnival and to gain a better understanding of the main issues tarnishing the
cruise lines image. This will be done by conducting a far-ranging social media
analysis, identifying key influencers in the cruise and travel industry and
performing advanced data analytics. Our social media analysis will consist of
analyzing both Carnivals accounts and online conversations, interactions and
comments regarding the cruise line. Additionally, with unique research tools, The
Millennial Group will be able to produce a list of Carnivals top 25 influencers on
the Internet. This will allow the cruise line to execute steps two and three of the
proposal and effectively communicate with the largest possible target audience.
Lastly, the experts at the Millennial Group will use large data analytics to fully
profile the cruise line and understand all aspects of its business. This will include
the identification of the companys target market, demographics, market
segmentation and creating a market penetration strategy.
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The next step of this proposal is to have all Carnival cruise ships undergo
a complete battery of safety and mechanical tests performed by the world
renowned Target Engineering. These safety checks will be done over a three-
month period of time and will be aimed at showing consumers that past safety
issues have been resolved, preventing issues from happening in the future and
positioning Carnival as the industry leader in safety for years to come. Beginning
in early June 2013, two ships per week will be docked to undergo these tests.
Starting in July, the Millennial Group will begin a wide-ranging online media
campaign to showcase these tests and lay the groundwork for the third step. The
online media campaign will utilize a combination of social media and web ads, as
well as tapping into the clout of the top 25 travel and cruise industry influencers
identified in step one. The Millennial Group understands that this will be a costly
venture but also knows that the damage done to Carnivals bottom line as a
result of being perceived as unsafe will far outweigh theses costs.
The third and final step of our campaign will be comprised of a
full-fledged online and TV advertising campaign based on customer testimonials.
Ten individuals, chosen from a pool of those who have voiced their concerns and
dissatisfaction with Carnival through social media networks but who have not
actually taken a cruise with Carnival, will be given a complimentary voucher for
an all-inclusive getaway on a Caribbean cruise of their choice. Video of these
individuals will be taken before the cruise, during the cruise and after the cruise.
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The film, which will later be turned into advertisements and digital content, will
attempt to show the juxtaposition between the individuals preconceived negative
notions of Carnival, and his or her retrospective enjoyment, entertainment and
overall satisfaction. In addition, vacationers will be given an iPad with free WiFi
for the length of the trip and will be encouraged to live-tweet their experiences,
daily activities and excursions both on and off the ship. This will be a highly
visible and public campaign that will ensure trust and transparency for potential
customers. The use of several mediums will attract the different target audiences
that the campaign identified in the first step, as well as reaching anyone else who
may be receptive to Carnivals message.
The Millennial Group is confident that its plan will not only repair the recent
damage to Carnivals reputation but will also solidify the cruise line as the
industry leader in safety and enjoyment. The campaign is not complicated, but it
prevents future mechanical failures and tackles the safety issue head on.
Additionally, it uses cutting edge research and analytics to ensure that those who
are most receptive to the message are being reached. Furthermore, the use of
both traditional and new age forms of media allows our message to bridge the
generational gap and ensure that Carnival will be viewed in a positive light for
years to come. Thank you for your time, and we hope to work with you in the
years to come.

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FOR MORE INFORMATION, CONTACT:
Jennifer DeLaCruz, senior director of public relations
Phone: (305) 599-2612
E-mail: jdelacruz@carnival.com

MEDIA ALERT

FOR IMMEDIATE RELEASE

CARNIVAL TO IMPLEMENT SAFETY CHECKS ON ALL SHIPS IN 2013

Miami, Fla., April 7, 2013 Carnival Cruise Lines will launch a series of industry
leading safety checks on all of its ships, conducted by world-renowned
engineering firm Target Engineering.

What: A press conference to announce Carnivals new initiative to solidify its position
as the industry leader in safety and prevent future mechanical failures from
occurring.

Who: Gerry Cahill, Carnival Corporation & plc, CEO
Jennifer DeLaCruz, senior director of public relations

When: Tuesday, May 21, 2013, 3 p.m.

Where: Casa Moderna Miami Hotel & Spa Conference Room located at 1100 Biscayne
Blvd, Miami, Fla. 33132.

When arriving, please park in the front lot of the hotel and proceed through the main
entrance. In the case of severe weather, the press conference will be moved to
Tuesday, May 28, 2013, at 3 pm. Thanks, and we look forward to seeing you there!

RSVP to Jennifer DeLaCruz at jdelacruz@carnival.com or (305) 599-2612 by May 13,
2013.
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About Carnival Cruise Lines:
Carnival Cruise Lines is the most popular cruise brand in North America and operates
24 ships designed to foster exceptionally fun and memorable vacation experiences at
an outstanding value. Carnival Cruise Lines is the leading provider of year-round
Caribbean cruises and also operates seasonal cruises in Europe, Alaska, New England,
Canada, Bermuda, Hawaii, Mexican Riviera and the Panama Canal. The brand caters
to a wide consumer demographic, appealing to families, couples, singles and seniors
alike. One common denominator among Carnival's guests is the desire for a truly fun,
memorable and enjoyable vacation experience.

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Carnival Cruise Lines
3655 NW 87
th
Avenue
Miami, FL 33178
(305) 599-2600 media@carnival.com carnival.com
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CARNIVAL CRUISE ANNOUNCES INNOVATIVE NEW SAFETY PROCEDURES
Florid-Based Cruise Line Outlines Plans to Ensure Passenger Safety

Doral, Fla., May 14, 2013 - Beginning June 2, 2013, Carnival Cruise Lines, the worlds
largest cruise line, will begin working on its new safety initiative. Each week, two ships
from the 24-ship fleet will be brought to port and inspected by Miamis leading
engineering firm, Target Engineering. The ships will not return to full service until
Carnival Cruise Lines and Target Engineering are confident that each cruise liner
conforms to Carnivals new industry-leading safety guidelines. As progress is made,
updates will be posted on www.carnival.com/safetychecks.

THE NEWS:
" Carnival Cruise Lines, the worlds largest cruise line, has announced a new safety
initiative to ensure passenger safety.
" This initiative will begin June 2, 2013.
" Every week, two ships from the 24-ship fleet will be brought to port in Miami, Fla.
" A thorough inspection will be made by Miamis leading engineering firm, Target
Engineering.
" The ships will not return to service until Target Engineering and Carnival Cruise Line
are sure that each cruise liner conforms to Carnivals new industry leading safety
guidelines.
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Contact Us
Carnival Cruise Lines
(305) 599-2600
media@carnical.com
www.carnival.com
Media Contact
Jennifer De La Cruz
Media Relations Manager
(305) 599- 2600 ex. 16000
jennifer.delacruz@carnival.com
Agency Contact
Rebecca Warren
Millennial Group
(303) 555-1070
rewarren@millenialgroup.com


View the safety check
schedule
Meet the minds of Target
Engineering
Read current safety check
updates
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MORE MULTIMEDIA AVAILABLE UPON REQUEST

QUOTE:

Gerry Cahill, president, Carnival Cruise Lines: After recent events, it has become
clear that our company needs to take steps to ensure passenger safety and renew our
promise to our customers that Carnival is the worlds safest cruise line. This new
initiative is very important to us and we know that it will help us address previous issues
while simultaneously preventing them from ever happening again.

James Olson, CEO, Target Engineering Group: We are looking forward to working
with Carnival to improve passenger safety. We believe that these checks will have an
immense impact on passenger safety. We are very experienced within the realms of
quality control and believe that we can ensure Carnival has the safest cruise ships on
the water today.

FOR MORE UPDATES FOLLOW US:


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To all Carnival Cruise Lines employees:

As all of you know, our company has encountered a few major problems this year
relating to mechanical failures onboard a few of our ships. I wanted to take some time to
inform each and every one of you about how we will be responding to ensure the long-term
solvency of our company and the safety of our passengers. I ask that you take some time
to read our plan, so as a company we can communicate in a cohesive and effective way.

All 24 of our cruise liners will undergo a battery of tests done by outside engineering
firm Target Engineering over a 12-week period this summer. These tests will ensure the
safety of our vessels and guarantee that these problems do not continue to happen in the
future. In order to do this, two vessels per week will be taken out of use and docked.
Advertisements displaying these tests will be disseminated across all forms of media. We
ask that when communicating this, you stress that Carnival has always done tests like this
but that these assessments go above and beyond industry standards.

Secondly, we will be running a comprehensive media campaign to repair the
damage to our reputation. The campaign will take disenfranchised social media
commentators and give them an all-inclusive Caribbean cruise, as well as an iPad to live-
tweet the week. The campaign will aim to show the wide gap between the perception of
Carnival and the actual Carnival experience that we all know and love. We believe these
ads will be a powerful and effective way to visually communicate that message, and we
would be wise to act and communicate in a way becoming of that message.

Thank you all for taking time to read this message. Senior staff is very excited about
this plan and what it will do for our company. We ask that you work in unison with this
campaign and communicate its values as best you can.


Sincerely,


Gerald Cahill
President and CEO
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Gerry Cahills Blog
CEO Carnival Cruise Lines

Carnivals New Safety Campaign
Posted on 5/21/13 by Gerry Cahill

Since the beginning of the year, Carnival Cruise Lines has encountered several
mechanical issues on a few of our ships. We recognize that these problems are serious
and detrimental to our business, and we want to ensure everyone that our top priority is
our patrons. Our overarching goal as a company has always been to make certain that
everyone who comes on our ships is safe and has an enjoyable time. To that end,
beginning on June 2, 2013, Carnival will begin intensive and thorough safety checks on
all 24 of the cruise lines ships. Our goal is to maintain passenger safety by ensuring
that past mechanical issues are resolved, and ensuring that these problems do not
become recurring.

Fixing the problems that these cruise ships have encountered is an imperative aspect of
Carnivals business. We want to be known as not only the worlds biggest and most
enjoyable cruise line but also as its safest. We have hired Target Engineering, a world-
renowned engineering firm, to perform a battery of safety and equipment tests. Anyone
who is interested will be able to find videos of these checks, biographies of Targets
engineers and constant updates on how things are going through Carnivals website or
social media pages.

To show everyone how safe and enjoyable Carnivals ships are, we have selected ten
individuals to enjoy a free week with guests on a cruise of his or her choosing.
Participants were chosen from a pool of those who had voiced their concerns and
dissatisfaction with Carnival through social media networks, but who have not actually
taken a cruise with Carnival. They will be given an iPad and WiFi during the length of
the their stay to document, photograph and live-tweet their experiences, daily activities
and excursions both on and off the ship. These lucky cruisers have agreed to disclose
any and all information about their experiences, both things that they loved and things
that could have been better. This way, Carnivals potential cruisers can trust what they
read. In addition to live-tweets and other instant updates, those selected will be
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interviewed before and after the trip to share their opinions and stories in more than 140
characters.

We feel that these safety innovations and personal connections will help our customers
solidify their trust in Carnival. Your enjoyment and safety is our priority. The worlds
largest cruise operator would be nothing without its cruisers.

Check out some other ways to connect and help the cause:
Website: Carnival.com
Facebook page: facebook.com/Carnival
Twitter: twitter.com/Carnival | twitter.com/GerryCahill
Email: media@carnival.com

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Following are suggested communications messages/talking points, which will
help guide conversation concerning the Millennial Groups proposed plan to
repair Carnival Cruise Liness reputation.


About the Millennial Group
o Founded in 2001
o Primary focus on digital platforms
o Evolved into multi-branch agency
o Previous reputation management clients include:
Toyota
British Petroleum, now Beyond Petroleum
Jet Blue

The experts at Millennial Group will conduct a wide-ranging and thorough
data analysis to identify the key issues and constituencies that Carnival
will need to resolve and reach out to in order to improve its reputation
o A social media analysis will be conducted to analyze both
Carnivals accounts, as well as conversations, interactions and
comments regarding the cruise line.
o Advanced data analytics and unique research tools will be used to
identify Carnivals key influencers, constituencies and all aspects of
its business.
o These materials will be used in steps two and three to effectively
reach and influence targeted constituencies.

Carnival Cruise Lines needs all cruise ships to undergo safety checks to
prevent further mechanical issues.
o The inspection will be done to the most stringent standards and by
an outside engineering firm.
o Safety checks will be done over a three-month span with two ships
porting per week.
o An extensive online media campaign to showcase these tests will
begin starting July 1, 2013, and continue through the summer.

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Beginning late August/early September, Carnival Cruise Lines will begin
an extensive and comprehensive two-month media campaign to repair its
reputation.
o Individuals who have submitted negative comments on Facebook
or Twitter will be invited for a free, all-inclusive getaway on a
Carnival Caribbean cruise of their choice and given an iPad to live-
tweet their experiences on the ship.
o TV and web ads will be crafted based on the individuals
testimonials before and after the cruise.
The ads aim will be to show juxtaposition between the
individuals previously conceived negative notion of the
Carnival experience and his or her positive experience while
on a Carnival Cruise.
o The media campaign will include both paid and free advertising with
a focus on reaching the key influencers and constituencies
identified in the analysis stage.
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Facebook:

Posted on March 14, 2013 at 5:30 p.m.
Our largest ship, the Carnival Dream, has been experiencing some issues with the
generator. At this time, all passengers are safe and the ship is currently docked in St.
Maarten. Carnival has decided that the wellbeing of the cruisers is of the utmost
importance and they will be returning home before the scheduled date. Please go to the
main Carnival website or follow the link below for any more information. If you are
worried about loved ones and unable to reach them, please contact Carnival
representatives with the phone number from the link below.

Posted on April 30, 2013 at 10 a.m.
Keep on cruising! We are excited to announce the beginning of our Safe Sailing
campaign. A third-party, cruise ship engineering firm will be checking all of Carnivals
ships to ensure that each will be functioning properly and safely. We will not be
cancelling any cruises to accommodate for these checks. Please check the link below
for more information.

Posted on May 7, 2013 at 2 p.m.
Target Engineering is a leader in cruise ship technology and mechanics. Check out the
company profile for the engineering firm that will be performing the safety checks for
Carnival Cruise Lines.

Twitter:

Tweeted on March 14, 2013 at 5:30 p.m.
All passengers of the Carnival Dream are safely docked in St. Maarten after issues with
a generator. [link]

Tweeted on April 30, 2013 at 10 a.m.
No fear, Carnival cruisers! Safety checks will be conducted for all ships by a leading
engineering firm. [link]

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Tweeted on May 7, 2013 at 2 p.m.
Check out Target Engineerings profile. The firm will be ensuring the safety of Carnival
cruise ships. [link]


Followers Tweets:

John Smith (@J_Smith)
Im on a boat and, its going fast and now its sinking #Carnival #FAIL

Belle (@BeautyBelle)
@Carnival needs to be doing more safety checks! These incidents are dangerous and
disturbing.

Buzz Lightyear (@StarCommand)
These safety checks make me feel better about cruising with #Carnival. Youd think
theyd have learned something from Leo DiCaprio #Titanic

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