Kelly Craighead - CLIA February-March 2020 Newsletter

FEBRUARY/MARCH 2020 NEWSLETTER
• Participated in recurring weekly WHO EPI-WIN Webinars
for COVID-19 updates specific to travel and tourism;
• Gained concurrence in principle from CLIA MWG
regarding the MSC/ICS initiative with WHO to establish
a Maritime Industry/WHO Joint Working Group related
to both COVID-19 and other potential future health
emergencies; and
• Provided spokespersons to describe the industry’s
efforts to manage the risk of virus transmission in
multiple media events organized by Strategic Comms.
Strategic Communications
Media Relations (Proactive and Reactive):
We are conducting proactive and reactive media outreach
on an ongoing basis to update members of the press on
cruise line member policy enhancements.
To track the effectiveness of our strategies, we are conducting
ongoing analysis of media coverage and sentiment, as well as
trends regarding new cases based on publicly available data
from the WHO. Our messaging, analysis, and response on
behalf of the industry has helped to promote the effective and
immediate response of the cruise industry.
The majority of the media covering COVID-19 and its impact
on the cruise industry have referenced CLIA’s enhanced
policies and key message in reporting, which we’ve
successfully been able to keep as largely neutral in tone.
CLIA’s strategic communications team has also followed up
with reporters who have written inaccurate statements to
help ensure future reporting includes our messaging.
Social Media (Global)
• Amplifying CLIA media outreach with published,
informational graphics, including facts on cruise line
procedures and policies on health and safety.
• Paid advertising campaign on individual informational
graphics, and general overview ad campaign utilizing
all graphics.
• Retweeting updates from key cruise line leaders and
associations on Twitter.
• Resharing informational articles and videos on cruise line
procedures and responses from verified news sources.
• Responding reactively where/when appropriate
and directing inquiries to our messaging and FAQ’s on
the website.
Stakeholder Outreach
• Travel Agent webinar (26 February) and River
Marketing Affiliate webinar (28 February). The
webinars include presentations and remarks by Brian
Salerno and Dr. Joyce Johnson—inclusive of CLIA
messaging and facts to place the impact on cruising
in perspective. Ongoing outreach to continue.
We are conducting proactive and reactive media outreach on an ongoing basis to update members of the press on
cruise line member policy enhancements. Though not an exhaustive list, here are some examples of and links to media
coverage/outreach to date:
• Global:
• Quest Means Business
• Cheddar i24NEWS Live
• Bloomberg
• Quest Means Business (2)
• North America:
• NPR
• BBC The World
• USA Today – 14 Feb
• Washington Post – 31 Jan
• USA Today – 11 Feb
• USA Today – 31 Jan
• USA Today – 7 Feb
• New York Times
• UK:
• BBC Radio
• Sky News UK
• Wired UK
• World of Cruising
• BBC Radio Leicester
• Europe:
• L’Echo Touristique
• Suddeutsche Zeitung
• Die Welt
• BFM Business (France)
• Australasia:
• CNA Singapore (25:49)
• Sydney Morning Herald
• Cruise Passenger
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