Description
Founded in 1972, Carnival Corporation & plc has innovated and evolved the vacation experience through a dynamic portfolio of world-class cruise lines. As part of the corporation, Carnival Maritime GmbH (CMG) is responsible for the maritime operations of AIDA Cruises and Costa Crociere, both playing a significant role in the European tourism sector.
CMG was founded ten years ago to unite central functions of AIDA Cruises and Costa. This merging of employees from both companies still leads to cultural challenges today and strengthens the desire for a clear and joint brand identity under CMG.
Challenge
Carnival Maritime therefore aims to strengthen its position within the Carnival Corporation, thereby also increasing employee satisfaction and making the employer brand more visible. The challenge is to develop a meaningful and authentic corporate and employer brand (EVP) that creates an independent identity for the company and its employees and at the same time is in line with the AIDA Cruises, Costa Crociere and Carnival Corporation brands.
Solution
- Kick-off workshop
- 1on1 interviews | with employees (Corporate Culture Insights), with senior management (Internal Brand Dynamics), with customers (Customer Perspective)
- Comprehensive analysis: market, competition, target group for the B2B and B2E sectors
- Development of the corporate and employer brand
- Creative adaptation of a brand card | Design of first brand experience materials: corporate videos, stickers, postcards, presentation deck, backgrounds for digital meetings ...
- Next steps: Website conception and technical realisation
Effect
With the brand core Enabling experiences, a strong positioning was developed with which Carnival Maritime GmbH and its employees can identify and present themselves to the outside world. This clear positioning not only strengthens internal identification, but also CMG's role within the company.
An initial survey of employees following the presentation of the new positioning already shows an increase in eNPS of 16 points.
