Last week the public was transfixed on the incredible spectacle of the "parbuckling" project which, at a cost of $800,000,000 and rising, finally but successfully righted the capsized Costa Concordia in the port of Giglio.
The major news networks offered live streaming video of the event. Social media, especially Twitter, provided non-stop, second-by-second updates of the stricken Carnival-owned Concordia emerging from its watery grave.
Although there was some excitement that the Concordia didn’t break-apart and topple into the sea, the expressions of success were muted by the fact that the Carnival ship was still a crime scene relevant to the criminal proceeding against disgraced Captain Schettino, as well being the tomb of passenger Maria Trecarichi, and Costa crew member, Russel Rebello (photo left), whose bodies have not yet been recovered. The images of the salvaged cruise ship showed what appeared to be a stained, stinking, and grotesquely warped ship still partially submerged in the water.
A sad sight.
The following day, incredibly, Carnival launched a new marketing campaign, called "Moments that Matter." The television advertising depicts U.S. families walking by picture frames showing wonderful moments on a Carnival cruise ship. (You can watch the video below.) A voice says:
“We never forget the moments that matter. We hang them on our walls. We share them with everyone. And hold onto them forever.”
For a second, I thought that perhaps this was going to be a tribute to the 32 dead passengers and crew from the Concordia. But it had nothing to do with the Concordia disaster. In fact, the advertising was intentionally designed to try and take the public’s mind away from the Concordia and everything which has gone wrong with Carnival, and that’s saying a lot, over the last several years.
I thought to myself how inappropriate the ad was. Certainly the timing was terrible. The Concordia with dead people aboard is being raised and Carnival is hawking cruises with a sentimental ad like this? The smiling U.S. citizens in the video certainly don’t look like the dead people and missing people from the cruise ship. If you think of cruise ships sinking, capsizing, and catching on fire, aren’t the "moments that matter" getting off of the ship alive?
The image which comes to me instantly is a photo (right) of two young women surviving the Triumph debacle and cheering in their robes when they were finally ashore in Mobile.
And what exactly is a "moment that matters?" I think I know. But it’s certainly not frolicking around foolishly on a bargain-basement-fare Carnival cruise ship which flies a flag of convenience, underpays it’s non-U.S. crew, and avoids virtually all U.S. taxes.
The timing of the newly trotted-out ad was terrible, at a minimal. And at the worst, the ad was insensitive, manipulative and offensive.
I’m not the only one disturbed by Carnival’s efforts to sell cheap cruises by trying to take us away from the images of the deadly Corcordia, and the Carnival Triumph poop cruise, and the disabled Carnival Splendor with a U.S. aircraft carrier dropping provisions from navy helicopters to the rattled guests on the ship below.
The New York Times published an article about the new Carnival marketing scheme. The newspaper interviewed travel and marketing experts who were highly critical of the ad campaign. The Times published:
John Greening, a professor of branding and marketing communications at the Medill School of Journalism at Northwestern University, said the campaign was premature. Carnival “needs to let more time go by. It’s too soon to be promoting itself. They might do more P.R. efforts than advertising,” he said.
Maurice Schweitzer, a professor at the Wharton School of the University of Pennsylvania who does research in trust recovery, said the campaign was lacking “evidence of any new procedures and processes that make Carnival a more effective, safe and competent operator.”
Henry Harteveldt, travel analyst for Hudson Crossing, called the TV spot “trite and lacking in authenticity and credibility.”
"It’s almost as if Carnival is hoping that by watching its commercial filled with” smiling people, ‘consumers’ memories will be magically erased of any memories regarding the series of unfortunate events that the line recently experienced,’ he said.