Cruise Lines International Association

Facing the threat of unfavorable regulations and laws, the cruise line industry turned to CLS Strategies to counter critics and communicate its accomplishments to improve its environmental, safety and health record. To validate the industry’s record and progress, CLS Strategies recruited a network of credible subject-matter experts to help rebut critics’ rhetoric with facts.

In support of this campaign, CLS designed the industry’s first ever public affairs website and accompanying social media channels. We used these properties to provide those searching for information about cruise line procedures or regulations with a source of easy-to-understand facts, reports and other resources. To drive the content strategy and “push” our campaign’s narrative to key audiences, CLS Strategies developed and managed a multi-platform social media operation, which garnered the attention of more than 2,500 journalists, bloggers and industry stakeholders.

CLS Strategies also advised the industry during the global H1N1 flu outbreak, including launching its public health screening protocols to help mitigate the spread of illness aboard cruise ships and the potential reputational harm for the industry as a whole.