The cruise line industry has an ongoing PR problem.
Stories of illness outbreaks and other mishaps
have become all too common (the Costa Concordia disaster
was two years ago, and we’re only a year removed from the infamous Triumph PR crisis
, a.k.a. the “poop cruise”). So, how are cruise line companies trying to combat this? By bringing other brands in on the action.
These partnerships (such as Carnival’s Dr. Seuss at Sea program for 2014) not only help combat the perceived sameness of the megaships, but they also get something other than trepidation into travelers’ minds.
Other examples include Norwegian deals with Nintendo and Mondavi, MSC Cruise Line’s partnership with the Smurfs, and Celebrity’s Top Chef-themed cruises.
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Operated by Royal Caribbean, Celebrity has also teamed with Canyon Ranch to provide spa treatments to passengers on 10 of its ships.