Case Study: Post-Haiti Quake, Cruise Line Turns Rough Docking Decision Criticism Into a Smooth CSR story

Company: Royal Caribbean Agency: Weber Shandwick Timeframe: Jan. - Feb. 2010 Sometimes even the best intentions can elicit a negative response. Such was the case when a wave of negative press followed Royal Caribbean’s decision return to its long-visited Haitian port just days after the massive earthquake struck the island in January. Thanks to consistent messaging and the tenacity to stay the course, the company was able to tame the negative coverage and generate positive publicity.

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