Carnival Corporation

Needs

Carnival Corporation needed to modernize its digital marketing and commerce capabilities to support a global, multi-brand operation and deliver a seamless guest experience both onshore and onboard its ships. The company faced the challenge of integrating digital platforms across diverse brands, enabling personalized marketing, and ensuring reliable connectivity and e-commerce services for guests at sea.

Solution

Carnival implemented a comprehensive digital transformation program, focusing on:

• Adobe Experience Manager (AEM) Marketing Cloud:
  Deployed AEM as the central content management and marketing platform to unify digital experiences across Carnival’s brands. This enabled rapid campaign deployment, consistent branding, and personalized content delivery for web and mobile users.

• SAP Commerce Integration:
  Integrated SAP Commerce to power the e-commerce engine behind onboard and onshore guest transactions, including booking, excursions, and retail. This allowed for real-time inventory management and a unified commerce experience.

• AWS Cloud Infrastructure:
  Migrated key digital workloads to AWS, ensuring scalability, high availability, and secure access for global operations and onboard connectivity.

• Enterprise Service Bus (ESB) with IBM Web Methods:
  Implemented ESB to orchestrate data flows between digital platforms, backend systems, and shipboard applications, supporting real-time guest services and efficient operations.

• Onboard Connectivity:
  Extended digital services to ships, enabling guests to access personalized offers, book activities, and shop online while at sea.

Achievements

• Unified Digital Marketing Platform:
  Successfully rolled out AEM Marketing Cloud across multiple brands, enabling agile marketing and consistent guest engagement.

• Seamless Commerce Integration:
  SAP Commerce provided a robust backbone for guest transactions, supporting sales both onshore and onboard.

• Global Scalability and Reliability:
  AWS cloud adoption ensured Carnival’s digital services could scale to meet seasonal demand and support guests worldwide.

• Enhanced Guest Experience:
  Guests enjoyed a seamless digital journey, from booking and pre-cruise planning to onboard services and post-cruise engagement.

Benefits

• Agility in Marketing:
  Rapid campaign launches and personalized content delivery across brands and geographies.

• Operational Efficiency:
  Streamlined data integration and real-time commerce operations, reducing manual effort and errors.

• Consistent Brand Experience:
  Unified digital presence across Carnival’s portfolio, reinforcing brand loyalty and recognition.

• Future-Ready Platform:
  Cloud-based architecture and integrated systems positioned Carnival for continued innovation in guest experience and digital services.