Carnival Cruise Lines and Image

Paper Summary:

The paper relates that Carnival Cruise Lines is the largest and most successful cruise line in the world. The paper provides a brief history of Carnival Cruise Lines and analyzes their image design. The paper discusses how Carnival Cruises has been plagued by a number of scandals recently, including a health scare and its controversial contract with the Hurricane Katrina relief operation. The paper considers that when it comes to the leisure industry, given the escalating cost of family vacations, many people are willing to put aside personal quandaries if their own experience is pleasurable.

Outline:
A Brief History of Carnival Cruise Lines
Image Design: Visual Identity and Integrity
Processes, Policies, Community Involvement: Building an Image

From the Paper:

"A press release detailing history of the cruise line states that Carnival began in 1972 with a converted transatlantic ocean liner called the T.S.S. Mardi Gras. Given that the cruise line was later to enter into a controversial contract with the federal government to provide shelter in some of its cruise ships to Hurricane Katrina evacuees, this name seems ironic in retrospect. (Weisman, 2005) The mission of Carnival's founder Ted Arison was to make the elite mode of travel aboard large luxury vessels, a "vacation experience once reserved for the very rich," now "accessible to the average person." ("34 Years of Fun," 2006, Carinval.com)"

Sample of Sources Used:

• "34 Years of Fun." (2006). Virtual Press Kit: Carnival Cruises. Retrieved 3 Dec 2006<http://www.carnival.com/CMS/Articles/history_virtual2.aspx>
• "Carnival's Fun Ship Cruises." (2006). Carnival News. Retrieved 3 Dec2006 at <http://www.carnival.com/CMS/Articles/holidaygetaways_2006.aspx>
• Simon, Darran & Trenton Daniel. (26 Nov 2006). "Lesser illness on a cruise ship." Miami Herald. Retrieved 3 Dec 2006 at<http://www.miami.com/mld/miamiherald/news/local/states/florida/counties/broward_county/16099250.htm?template=contentModules/printstory.jsp>
• Weisman, Jonathan. (28 Sept 2005). "$236 Million Cruise Ship Deal Criticized." The Washington Post. A01. Retrieved 3 Dec 2006 at<http://www.washingtonpost.com/wp-dyn/content/article/2005/09/27/AR2005092701960_pf.html>
• "World's Leading Cruise Lines." (2006). Carnival.com. Retrieved 3 Dec 2006 at <http://www.carnival.com/CMS/Static_Templates/Vacation_Interchange_Privileges.aspx>

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