Love to Cruise Prospectus

Love to Cruise is a global nonprofit organization dedicated to
educating the public about the benefits of cruising and about
cruise culture, while celebrating the people who embrace this
extraordinary path to discovery and adventure.

Goal
• Energize cruisers to cruise
again and again
• Attract and engage the 97%
of vacationers who have
never cruised
• Motivate the 23% of non-
cruisers who say they
expect to cruise in the
next three years

Expanding the funnel
• Current industry efforts to engage
start with people who are already
thinking about cruising
• Love to Cruise will get the
attention and interest of those
who aren’t even thinking about
cruising
• Conversation, not information, will
be the magnet
Attention

Sharing is the new
economic engine
• The value of online sharing consistently outperforms
both consumer ratings and reviews, and an online
share carries essentially the same value as in-person
recommendation.
• A positive recommendation is more important to
consumers than price and brand combined, with a
relative importance of 57 percent for a
recommendation, compared to 28 percent for price
and 16 percent for brand...
• More than 85% of consumers do not trust messages
from companies.
From 2014 Return On Sharing Report, ShareThis/BeresfordResearch, based on a survey of 6,000 consumers; 2013 Gartner Study

Cruisers
• Cruisers represent only 3% of total vacationer market
• 77% of people who have cruised are interested in
cruising again
• 54% of people who have cruised are likely to cruise
again
• Cruisers are like other vacationers who share their
experiences
• 17,463,281 address/mail records for self-identified cruise
enthusiasts in U.S. alone
SOURCE: CLIA (2011) Lab42 Market Research (2012)
• 40% of vacationers post activity/attraction reviews
• 76% of vacationers post vacation photos to a social network

Non-cruisers
Lots of negative information
and conversation to scare
them off
• Tens of billions of negative media
• Impressions have hurt demand
• Misconceptions are pervasive

Would-be cruisers
• Vacation choices are heavily influenced by WOM
• 92% of consumers trust recommendations from their friends; 70%
trust opinions posted online
• 62% of people say WOM is important in considering vacation; 80%
say it is important in considering ocean cruises
• 81% of people say reviews by other travelers most helpful in
determining vacation plans
• 48% of people say social media has a huge influence on vacation bookings
• 52% of Facebook users alone said friends’ photos or posts inspired vacation choice
and travel plans
Source: Nielsen (2013), Lab42 Market Research (2012), Action Marketing Research (2005), World Travel & Tourism Council (2013)

The marketplace
Lots of places to learn about cruises

Cruiser community
Virtually no place to follow
cruisers
• Enthusiastic cruisers have no way
to share their stories broadly and
with non-cruisers
• No incentive for non-cruisers to
hear about cruises from those
who cruise

This is the way the world looks at “cruisers”

• Vacationers are looking for information
from people they trust
• People are talking: passionate cruisers are
talking about cruising in venues that aren’t
attracting non-cruisers
• Let’s get cruisers and non-cruisers
connected
• A people-led movement will be more
successful than a commercial campaign
The bottom line

In today’s “me”
culture, consumers
want to:
• Feel significant
• Be a part of something bigger
than themselves
• Feel something
• Be included
• Understand

Technology has turbo-powered how
consumers interact
• Are always connected
• Can communicate in an instant
• Interact with people globally
• Have conversations/dialogues
with brands
• Expect needs to be met
immediately

Putting it all together
Leverage everything we know about
• “Me” culture
• Connected society
• Cultural movements
Create the ultimate “selfie”
• Integrated communications ecosystem where
cruisers can share their passion
• A movement made up of – and for – cruisers,
would-be cruisers and even non-cruisers

Movements are powerful
• Susan Komen
• Slow Food
• Earth Day
• Safe Kids
• Take me Fishing

Elements of successful movements
• People believe passionately in something
• Given a forum/platform/outlet to channel and
"liberate" their passion
• Accessible to anyone and owned by the people
• Passion is shared and amplified and reaches a wider
circle of followers
• Amazing narrative storytelling popularizes the issue;
stories are personal (non-commercial)
• Self-sustaining through shared "cultural" connections

More than a communications campaign

Integrated
engagement
ecosystem
and conferences

The movement
• A community of people who cruise,
can’t wait to cruise or aren’t even
thinking about cruising
• Powerful “super fans” – advocates
whose passion can change the
conversation
• Evangelists who can drive awareness
and consideration
• Committed citizens who are
community minded

• An integrated communications
ecosystem highlighting, illustrating,
promoting, and underlining the life-
enriching experiences of Cruisers
• A platform for empowering Cruisers
to widely share stories, photos and
videos
• A celebration of Cruiser spirit in all
walks of life, 365 days a year
Sharing and celebrating

Establishing Love to Cruise
 Conduct trademark and legal name search
 Appoint 3 officers
• Rick Wilbins, President
• Chuck Sharp, Vice President
• Jade Falldine, Secretary-Treasurer
 Secure Certificate of Formations as a
Nonprofit Corporation from State of Texas
 Establish Bylaws
 Apply for IRS 501(c)3 designation
 Apply for trademark
 Hire Executive Director
 Appoint new Officers, as needed
 Appoint Board of Directors
 Appoint Advisory Board/Committee
 Secure IRS 501(c)3 designation





Surveying our prospects
• Focus groups
• Confirm
• Refine
• Define
• Clarify
• Quantitative surveys
• Benchmarking
• Identifying opportunities
and risks

Operational Timeline
PHASE 1
3-6 months
PHASE 2 PHASE 3
• Website
• Social media
• Earned media
• Third party advocates
• Partnering with Cruise Critic
• Partnering with PPI

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
#Cruising
Merchandise
preliminary site map
Television
Literature
cruiser Quiz
Resources
Basics
TipsCruise Nostalgia
FAQs
Maps
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Great
Moments
Celebrated
cruisers
Memorabilia
Find LOVE on a Cruise
Find Inspiration on a
Cruise
Find Food on a Cruise
Find Adventure on a
Cruise
Find Relaxation on a
Cruise
Community
Benefits
Personal / Family
Benefits
Find Family on a Cruise
Find Nature on a Cruise
Find Privacy on a Cruise
Find Life on a Cruise
Find Friends on a Cruise
Cultural
Benefits
Commercial
Benefits
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
cruisers cruiser Spirit cruiser Deck Get Startedcruisers OnboardWhy You Cruise
Home
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
Charities
Find Value on a Cruise
cruiser
Insider
Cruise Line Links

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
Television
Literature
cruiser Quiz
Resources
Basics
Tips
FAQs
Maps
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
Home
cruisers is a platform for people who cruise to share their stories,
especially with those who have never cruised. The featured content will
be #Cruising –a multi-feed, single-page “dashboard” view of up-to-
the-minute cruise activity via social updates from Twitter, Instagram
and Vine. Other features are an interactive forum for user dialogue,
celebrity cruise sightings and profiles, and cruiser-submitted videos.
cruiser Cam features live webcams on board and at excursion points
throughout the world.
Cruise
Find Adventure on a
Cruise
Cruise
Community
Benefits
Personal / Family
Benefits
Cultural
Benefits
Commercial
Benefits
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great
Moments
Celebrated
cruisers
Memorabilia
Charities
cruiser
Insider
Cruise Line Links

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
Television
Literature
cruiser Quiz
Resources
Basics
Tips
FAQs
Maps
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
Home
Why You Cruise offers a litany of encouraging reasons that cruisers
give for cruising, including benefits to cruisers, to their families, to the
community, for commercial stakeholders and culturally. This section
will be lively and persuasive with testimonials and anecdotes, in
addition to compelling facts.
Cruise
Find Adventure on a
Cruise
Cruise
Community
Benefits
Personal / Family
Benefits
Cultural
Benefits
Commercial
Benefits
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great
Moments
Celebrated
cruisers
Memorabilia
Charities
cruiser
Insider
Cruise Line Links

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
Television
Literature
cruiser Quiz
Resources
Basics
Tips
FAQs
Maps
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
Home
cruisers Onboard is about cruisers’ experiences on the ship, at ports, on
excursions and in destinations. The focus in this section is on the
environment in which the cruiser lives and sleeps, and the wide range
of experiences cruising makes possible. This will be the opportunity to
feature the products and services and special attention unique to the
cruising experience. Content will be in the form of testimonials with
additional editorial.
Cruise
Find Adventure on a
Cruise
Cruise
Community
Benefits
Personal / Family
Benefits
Cultural
Benefits
Commercial
Benefits
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great
Moments
Celebrated
cruisers
Memorabilia
Charities
cruiser
Insider
Cruise Line Links

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
Television
Literature
cruiser Quiz
Resources
Basics
Tips
FAQs
Maps
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
Home
Cruise
Find Adventure on a
Cruise
Cruise
Community
Benefits
Personal / Family
Benefits
Cultural
Benefits
Commercial
Benefits
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great
Moments
Celebrated
cruisers
Memorabilia
Charities
cruiser
Insider
Cruise Line Links
The cruiser Spirit section promotes a
lifestyle that’s embodied by the spirit of
cruising, as defined by cruisers. Though
not always directly relating to cruising
(e.g. movies wouldn’t be restricted to the
small number of films literally featuring
cruises, but would instead appeal to the
sensibilities of freedom, fun, relaxation
and adventure that are associated with
cruising). Each section will energetically
illustrate a dimension of the cruiser spirit.

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
Television
Literature
cruiser Quiz
Resources
Basics
Tips
FAQs
Maps
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
Home
The cruiser Deck is where interactive components, nostalgia and other
miscellaneous cruiser content resides. #Cruising is duplicated (from the
cruisers section). cruiser Nostalgia revisits the past with historical
photos and anecdotes, great moments and unique memorabilia. Love
To Cruise merchandise is featured under Merchandise. The site also
features charitable organizations involved with cruising.
Cruise
Find Adventure on a
Cruise
Cruise
Community
Benefits
Personal / Family
Benefits
Cultural
Benefits
Commercial
Benefits
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great
Moments
Celebrated
cruisers
Memorabilia
Charities
cruiser
Insider
Cruise Line Links

#Cruising
Forum
Celebs
Stories
Video
Photos
Fashion
Music
Technology
Movies
Sports
Games
Television
Literature
cruiser Cam
Food
Beer, Wine, Spirits
Health/Wellness
Humor
Europe
South Pacific
Mediterranean
Caribbean
African
North America
Asia
South America
Activities
Dining
Entertainment
Health & Fitness
Spa
Classes
Amenities
Social
New & Noteworthy
On the Ship
Excursions
cruisers cruiser Spirit cruiser Deckcruisers OnboardWhy You Cruise
Home
cruiser Quiz
Resources
Basics
Tips
FAQs
Maps
Get Started
Get Started provides the “next steps” for prospects to continue down
the path of engagement. The highlight feature is a Buzzfeed-style quiz
that recommends types of cruises/destinations based on feedback
from the user. Resources provide links to take further action, while
basics, tips and FAQs provide information including dispelling common
myths and reassuring prospects.
Cruise
Find Adventure on a
Cruise
Cruise
Community
Benefits
Personal / Family
Benefits
Cultural
Benefits
Commercial
Benefits
Find Yourself on a
Cruise
Find Entertainment
on a Cruise
#Cruising
Merchandise
Cruise Nostalgia
Great
Moments
Celebrated
cruisers
Memorabilia
Charities
cruiser
Insider
Cruise Line Links

• Bright, relaxed design,
maximizes time-spent-on-site
• Style departs from traditional
B2B, B2C quality – most like
tourism associations
• Designed for ease of
responsive application to
devices
the website

Influencer
Community
Powered By
Dynamic Signal
Procure, manage
and distribute branded
content
Brand shares
articles, offers and
product info with
members, who amplify
the content across their
social channels
Influencer shares
content on social
channels
BLOG
Friends
on Facebook
Followers
on Google+
Followers
on Twitter
Connections
on LinkedIn
Blog readers
Reporting
& Insights
Detailed analysis is
provided on the following:
Member Growth
Social Reach
Impressions
Shares
Sharing Channels
Clicks
Reactions
Content Type
Content Source
Commerce Transactions
ROI & Earned Media
WEB TRAFFIC
driven back to your official site
and properties
CLICKS
on shared content are
generated from member’s
Social Connections
Content Marketing Meets
Scalable Word of Mouth Amplificationbroaden reach with social sharing

Content Marketing Meets
Scalable Word of Mouth AmplificationMobile alert and mobile sharing
Empowering Advocates to Share Content On the Go
Push Notifications
Increase usage and
engagement by prompting
logins and sharing
Content Streams
Full access to all content in a
native mobile environment
Content Sharing
One click sharing to social
channels will increase
likelihood of sharing
Instant Results
Generate more content
sharing and activity on social
channels like Facebook

Capturing wine lovers: an example
Wine Conversations
Tasting Notes
Favorite Vintages
Wine & Cruising
Buying & Selling

Earned media
• Interviews and commentary
• Responses to issues (e.g. norovirus)
• Lifestyle surveys and releases
• Cruisers’ favorite books
• Cruisers’ favorite wines
• Cruiser fashion
• Cruiser cuisine
• Predictions for winners of sporting events
(e.g., SuperBowl, World Cup, World Series, etc.)
Norovirus not a Concern for Cruisers
“Despite the media coverage, the fact is that norovirus
just isn’t on cruisers’ radar screens,” said Rick
Wilbins, President & CEO of Love To Cruise, a non-
profit dedicated to educating the public about cruising
life “From our surveys, cruisers tell us is they
believe the chances of getting sick are greater on land
than at sea. Again and again, what we hear from them
is that the benefits of cruising – from adventure to
personal relaxation – are far more compelling. Is it
any wonder cruisers are smiling in their photos?”
# # #
PRESS RELEASE
TO BE ISSUED IMMEDIATELY

Marshalling third party advocates
• Maintaining a database of
pro-cruise subject matter
experts
• Identifying cruisers with
special expertise
• Activating third party allies
as issues arise
NAME TITLE ORGANIZATION
Dave Forney Public Health Consultant D.L. Forney Consulting, LLC
Jon Schnoor Public Health Consultant Global Public Health Services
Dr. Bob Wheeler Medical Director On Call International
Dr. Richard Stennes Medical Director Physician
Joe Cox President & CEO Chamber of Shipping of America
Peter Hinchliffe Secretary General International Chamber of Shipping
Craig Vogt Consultant Craig Vogt Consulting
Bill Reilly Advisor TPG Capital
Dr. Ellen Prager President Earth2Ocean, Inc.
Mark Rosenker Consultant Independent
Rear Admiral Tim Sullivan Consultant Independent
Vice Admiral James Hull Consultant Independent
Dr. Jack Spencer Consultant Independent
Richard McAlpin President McAlpin Conroy
Jerry Hamilton Managing Shareholder Hamilton, Miller Birthisel, LLP

PHASE 1 PHASE 2
6-12 months
PHASE 3
• Monthly newsletter
(print/online)
• Magazine
• CruiseTV
• Boat Shows
• Health & Wellness Shows

• Online and print piece to engage cruisers 12
months a year
• User-submitted content, polls and editorial
content
• Develop fan club-like perception of inclusion in
a select group
Monthly newsletter

Print magazine
• Print magazines still force in travel information
• Legitimizes Love to Cruise
• The People Magazine of cruisers – lifestyle, travel
and entertainment subject matter
• Access to onboard distribution to
10,000,000 cruisers
• Advertiser-supported, provision of funding
for organization

CruiseTV
• Create online TV channel that
replicates content of Love To
Cruise site
• Broadcast into cabins of all
cruise ships
• Develop exclusive content to
stream through providers like
Netflix and Hulu
• Partner with airlines to
broadcast content on inflight
programming

• 100+ major international boat shows each year
• 5,000,000+ attendees annually
• Proclivity to cruise based
on love of boats/water
• Largest shows
typically near major
cruise ports
• Excellent face-to-face
exposure and
enlistment
Boat shows

• Expand population of fitness-
minded cruisers
• Fitness, health, nutrition and
wellness: bigger concern to
cruisers every year
• Promote the “peace and
serenity” aspect of cruising
Health & wellness
shows

PHASE 1 PHASE 2 PHASE 3
12-18 months
• Education
• Talent casting contest
• Talk show partnership
• Special cruise offerings
• Branded merchandise
• Onboard talent show for
CruiseTV host
• CruiseTV video crew search
• Brand applications

Talent casting contest
• Locate talent to host or
perform other supporting
role in Love To Cruise TV.
• Create series/episodes on
Love to Cruise TV, covering
contest (ala “Next Food
Network Star.”)
• Create excitement and
brand awareness on-
board.
• Unlimited PR potential

• Partner with highly rated talk show
• For one week, produce and
broadcast show from cruise ship and
featured port stops
• Create onboard customer encounters
with celebrity talk show guests
• Tie in promotional giveaway to
engage at-home viewers
Talk show partnership

Special cruise offerings
Eco Cruising High School Reunions
Weddings / Anniversaries Celebrity Enthusiasts

Branded merchandise
• Create branded merchandise for
sale online and onboard
• Find “green” partner to use recycled
material from Carnival Corp ships to
make merchandise
• T-shirts
• Towels
• Hats
• Tote bags
Towels
Merchandise

Onboard talent show for CruiseTV host
• Establish daily onboard talent contest to
identify hosts for Cruise TV
• Engage fellow cruisers to talent contest to
vote for favorite
• Invite people to watch contest via the
web and participate in the voting process
• Bring back winners selected throughout
the year (and their families) for a final
contest

CruiseTV video crew search
• Hold a contest inviting amateur
videographers to submit content for
Cruise TV
• Invite cruisers to vote for favorite
content
• Winner(s) get a paid contract to
develop content for Cruise TV

Examples of cruisers active in social media

Social media
Millions of self-identified cruisers already communicating and
easily enlisted via targeted campaigns.

• Facebook
• Twitter
• Google+
• Pinterest
• Instagram

• Facebook
• Twitter
• Pinterest
• Instagram

• Facebook
• Twitter
• Pinterest

• Facebook
• Twitter
• Google+
• Pinterest

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