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.
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.
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.
In deep mourning, we take leave of our company founder, friend and mentor
Erich-Michael Klass
April 2021
It was an honor to work with you and to write our company history together with you. You were a remarkable person and a great personality. We all liked you incredibly much.
You are and will forever be on our team and in our hearts. Where you always liked to be and where we always wanted you to be. Where you often said, "Let's go forward!". We will continue to do so in the future, dear Erich. Promise.
Your #mastersteam
