Carnival Cruise Line's Alliances

      Carnival's strategic alliances are interesting because the only reason I have insight to them is due to my alliance with them at a nonprofit. I will discuss the two types of alliances I know of with Carnival Cruise Line. The first is one that both makes money for two parties as well as lifts brand value. Carnival pairs with many different brands to bring more excitement, food, and more to its cruisers. All of these are licensing agreements. Carnival partners with companies such as Guy's Burger Bar, Seuss Enterprises, IMAX, SkyZone, and more on its ships. Guy Fieri allows Carnival to use his names and his food products to feed consumers on ALL of their ships. Seuss allows Carnival to bring the Grinch, Dr. Seuss, Thing 1 and Thing 2, and other characters on board to host breakfast meals, shows, and other fun things for cruisers.Carnival now pairs with IMAX and SkyZone to bring those entertainment experiences to certain ships that are newly released. Overall, Carnival pairs a lot with licensing agreements on their ships. 
Guy's Burger Joint on Carnival ships
     The other type of strategic alliance that Carnival participates in but isn't in the book is the charity alliances. Carnival works with local sports teams in port markets like the New Orleans Saints, military charities, and St. Jude Children's Research Hospital. Carnival is the official Celebration partner of St. Jude. They host dance parties called Groove for St. Jude on ship, sell Build-a-Bear bears for St. Jude, sell ice cream, and so much more, raising more than $16 million for St. Jude since 2010. These fun celebrations bring great experiences to guests on ships, and Carnival brings 3-4 experiences a year to the kids of St. Jude.
     Why are these experiences and alliances important? They provide brand lift for Carnival. People want to work with groups that do good for others. Because the idea of celebration ties so well with both St. Jude and Carnival, this partnership is a perfect tie. People want to cruise with Carnival and want to help others celebrate big milestones at St. Jude by celebrating the successes of money raised. Carnival pairs with charities to build employee morale, bring a brand lift to their brand, and truly make an impact on those around the world. St. Jude, in addition to raising money, has experiences for their kids brought by Carnival Cruise Line and people all across the Carnival ships see the St. Jude brand. It is a win for both groups.

Groove for St. Jude on a Carnival ship

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