Start Navitgating the world in a eco friendly way

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Appendix

Beta testing content 1

Sailing cruise is just like moving a small town in the ocean, imagine how much waste could a ship cruise produce? A large cruise ship, the largest of which can carry over 7,000 passengers and crew, on a one week voyage is estimated to generate 210,000 gallons (or 10 backyard swimming pools) of human sewage and 1 million gallons (40 more swimming pools) of gray water (water from sinks, baths, showers, laundry and galleys). Cruise ships also generate large volumes of oily bilge water, sewage sludge, garbage, and hazardous wastes.

The International Maritime Organization announced a global cap on Sulphur emissions, requiring ships to either use greener fuels or install exhaust gas cleaning systems to reduce the toxicity of their emissions from January 2020. Many new cruise ships are really trying to be more environmentally friendly. Big cruise line names advertise with their ‘more sustainable approach’ to attract the new traveler. We the Crews are aware of the upcoming issue and we are ready for compliance with global Sulphur cap in 2020, therefore we will be running almost no fossil.

Beta testing content 2

Because we are unique that’s why we attract special travelers. We provide a combination of fun and relaxation for our traveler.

The special traveler is community conscious and is open to interact with fellow travelers but also needs quiet time to read a book.

We say No to jam-packed entertainment programs, casinos or disco nights. But we will definitely say yes to some out of box entertainment, for example, open podium for live music (instruments provided)

Or maybe listen to some music while relaxing in a hammock. Our traveler sometimes does want to breathe the air of nature, look up at the star after having spent a long day on broad.

Beta testing content 3

Not only our cruise running on green energy and provide out of box entertainment, but The Crews also offer organic healthy diet for our conscious travelers. The travelers can choose one of their taste.

Apart from the various type of cuisine, travelers can also participate in Local workshops and eco-projects. These craft workshops communicate the cultural element directly to our traveler, giving them a chance to learn the traditional craft.

Links for Beta testing contents

http://bit.ly/2WC4U9c

http://bit.ly/2N8jm5M

http://bit.ly/2r7wQ9u

http://bit.ly/2N8tP1e

Sources

https://www.webfx.com/blog/social-media/why-your-marketing-team-should-use-tumblr-infographic/

https://www.searchenginejournal.com/top-21-brands-getting-the-most-out-of-tumblr/67225/#close

https://amplifr.com/blog/en/smm-guide-tumblr/

https://www.youtube.com/watch?v=fu9vEi8jep4

https://www.youtube.com/watch?v=2rx024NJPfI

https://ourworldindata.org/plastic-pollution

https://ecopliant.com/29-plastic-pollution-facts/

http://www.salenalettera.com/2019/04/the-art-of-clog-making.html

https://nestingdolls.co/blogs/posts/painting-russian-nesting-dolls

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Content Proposal(page 2)

Recommendations and newly proposed ideas

In order to have effective social media content strategy and increasing social media traffic, I would like to propose a short-term campaign on Tumblr, and they are as follows.

Client

I would like to start my first proposal content for the client, by quoting the most important value of The Crews: no plastic, almost no fossil energy, and locally harvested food. And then I would like to address my content based on these three values. They will be, issues of plastic waste in the ocean, the fossil fuel energy used by the big cruise ships and the organic food provided by the eco-cruise. The title of this post will be ‘planet first’, which directly informs the audience that how much concerns The Crews have about the environmental issue. In this post, there are mainly images and GIF image as well, as the channel supports this form of image and it perfectly displays the different type of cosines which are all organic and healthy.

Consumer(traveler)

My second proposed content is tailored for the type of traveler, I have created a slogan and the image for this consumer-friendly content by saying ‘new way of traveling for new types of travelers’, this slogan says it all about the uniqueness of the new type of travelers. I chose Eco-Diving, Guru lectures and the traditional performance from Russia, these ideas are very unique and diverse, and they are all match with the traits of our new type of travelers.

Channel

Workshops & Eco-project is the last content I would like to propose, again, I have connected this last piece of content idea with the value of the Clients as well as the traveler. I proposed clog making workshops and Matryoshka Nesting Dolls painting workshops because these two cultural traditional art workshops are included in our sailing destinations, also, they are typical local traditional craft workshops, most importantly, these craft workshops communicate the cultural element directly to our traveler. This post is a channel-friendly post since I have added both video and GIF images to make use of best functions of Tumblr.

Overall I chose to start with three different topics to address my content in a storytelling way. Each post above is the leading content of that particular topic, followed by short, punchy and visually appealing content which are all core values of the client and the traveler, the contents are also channel-friendly and diverse, including image, GIF image, text, video.

Examples of proposed contents(above-listed content are leading contents, not the complete set of content), please click on the links below to view the complete version of proposed contents.

1.Eco-Cruises: https://thecrewsblr.tumblr.com/post/188794168081/planet-first-we-run-a-very-tight-ship-on

2. The new way of traveling for new types of travelers: https://thecrewsblr.tumblr.com/post/188793669256/out-of-the-box-entertainment-theres-a-peak-in

3. Join hands with locals in workshops: https://thecrewsblr.tumblr.com/post/188793760821/workshops-eco-project-apart-from-the

AB Test Tracker link

https://docs.google.com/spreadsheets/d/1GlaUWHJFHyx2TG24cort6V0zMjBJAKoPu1HKLLOCHt4/edit?usp=sharing

Content Calendar link

Link:https://docs.google.com/spreadsheets/d/1dhNQuJ9qQRiOsUvHDqLvoldUnfmhWZ-7eT9BWdfGTcs/edit?usp=sharing

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Content Proposal(page1)

During the past few weeks of data testing, I have posted four different topics of content on Tumblr. First content which is a minimalistic style of three key words post. The second post is made of client-friendly content, it introduces the audience about The Crew's eco-awareness. The third post was built on a consumer-friendly aspect which talks about the new type of travelers, what kind of recreation activity that The Crews would provide them. The last post mainly contains a set of images that is channel-friendly, it gives information about the food and the unique workshops on board. The screenshots and infographic of Tumblr’s online activity below illustrate the data from four different postings during the one-month period.

As above data illustrates, my first beta testing content had gained 5 notes and 3 likes, the second beta test had 5 likes and 8 notes which is the best performing post among the five, it is the top post listed in the Tumblr’s activity data. The third post performed the least with the only 1note during the one period.  The last post, however, had gained 1 note and without any likes.

The key learnings from these three data testing can be boiling down into three main points

1.     Understand the channel first, Tumblr has 7 different types of content options which is very user-friendly. Using one type of content might missing out on the power of other forms of contents.

2.     Tumblr users rely on hashtags to do an internal search, whenever they want to discover a new blog worth following. Two of my most successful posts had been used hashtags which may contribute to the performance of the posts. Therefore, I found that the hashtag on Tumblr is necessary.

3.     Based on the data results, my followers on Tumblr do like topics about the environment, eco-projects. However, these topics of posts should be addressed creatively, for example, using high-resolution images.

4.    Most of Tumblr’s users are under the age of 25 if the business is trying to reach a younger target group, such as teenagers and students Tumblr would be a prospective platform. The Crews is targeting the young audiences, it would be an ideal option to promote The Crews on Tumblr.  

One of the biggest trade-off identified is that not being able to address core objective of The Crews fully, for the client-friendly content, I had only included the waste issue and the compliance with global Sulphur cap in 2020,  which I think it is lacking in other aspects, for instance, organic food onboard.

Another trade-off was that Tumblr is microblogging platform, it is not wise to post long written text or articles, it might limit the quantity of the information and not being able to communicate the whole aspects but rather quantity the channel works better with quality contents, in terms of the structure of the content. For example, bullet points and short content. Tumblr is primarily a place for brands to inspire a dialogue with their customers, therefore, encouraged by shorter, punchy posts – quotes, questions, visuals, and similar, lengthy

From the consumer perspective, another trade-off has been identified is that the recreation activity for the consumer should be more diverse and more creative, reading and relaxing would not resonate with the core value of the ‘new type of traveler’, which is explicitly described in the client brief as likes nature and culture lover, serious about fun.

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Planet First

We run a very tight ship on no-plastics, almost no fossil energy, and locally harvested food.

Plastic

With thousands of passengers and crews sailing for weeks, producing large amounts of waste during the time-But where does this waste all go? Are they all dumped straight into the ocean?

Since they are on the move it is much harder for the ships to dispose of waste. A general belief is that these giant boats simply dump raw sewage and other pollutants straight into the oceans. At least 8 million tons of plastic end up in our oceans every year and makeup 80% of all marine debris from surface waters to deep-sea sediments. We also have seen others in the same industry have been fined heavily because of their impropriate actions.

We do not want to follow these steps for the sake of our planet as well as our strongly believed values. Therefore, we are conscious of every movement, first of all, we do not use plastic onboard at all, this means everything is reusable and we give waste no chance at the beginning.  More importantly, we have highly trained waste management professionals onboard, some cruise ships repurpose 100% of the waste generated onboard — by reducing, reusing, donating, recycling and converting waste into energy.

Greener Energy & exhaust gas cleaning systems

The International Maritime Organisation announced a global cap on Sulphur emissions, requiring ships to either use greener fuels or install exhaust gas cleaning systems to reduce the toxicity of their emissions from January 2020. Many new cruise ships are really trying to be more environmentally friendly. Big cruise line names advertise with their ‘more sustainable approach’ to attract the new traveler. We the Crews are aware of the upcoming issue and we are ready for compliance with global Sulphur cap in 2020, therefore we will be running almost no fossil.

Food

We serve pure organic food onboard, the vegetables and fruits we use are all locally harvested.  Currently, the possible options are Caribbean food, European food, Asian food, South American foods, and North American food. However, at every stopping port, you’re off to see the sights, shop the shops and it’s up to you if you want to return to the ship for lunch or you are going to taste the local foods.

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Workshops & Eco-project

Apart from the ‘out-of-the-box entertainments’, The Crews has different leisure activities to offer: Local workshops and eco-projects. These craft workshops communicate the cultural element directly to our traveler, giving them a chance to learn the traditional craft.

The art of clog making

Wooden shoes commonly recognized as one of the cultural symbols of the Netherlands, the history of the wooden shoes can be traced back to the 13th-century where Dutch had already started to wear them, it is called Kompen by the locals.

Once the visitors enter the workshops, they will immediately be impressed by the clog collections. Apart from that, there will be craftsman men who gave the clog-making demonstration in the house and the workshops provide participants with hands-on experience in the basic clog making process.

Matryoshka Nesting Dolls painting

Matryoshka dolls or Babushka Dolls, more broadly known as Russian nesting dolls are the most popular souvenirs in Russian. It is a set of matryoshkas consists of a wooden figure, which can be separated in half and holds inside another smaller doll that in turn holds another smaller doll and so on. It has been exited for more than a century, with the first set made as early as the 1890s.

Some of the matryoshka dolls are blank, which could be used for painting workshops, it will be a great way for both children and adults to let loose, express themselves, and unleash their creativity. They can take the self-decorated nesting dolls with them as part of the memory on our cruise.

Turning plastic waste into arts

The amount of plastic that’s been dumped into the ocean has been increasing and the problem will probably only get worse.

-About 8million metric tons of plastic flow into the ocean each year.

-More than 100,0000 seabirds & more than 10,0000 marine animals are killed from plastic every year.

-By 2050, it is estimated that there will be more plastic in the ocean than fish.

Ocean pollution is a serious issue, as part of the marine industry, we want to be part of the solution, not the problem. Therefore, we run eco-projects with environmentalists and artists to organize ocean waste handicraft workshops on board. Travelers can join the workshops and create their own sculpture, the best among them will be rewarded, and the sculpture will then be auctioned, the money will directly go to ocean protection charities to support the ongoing projects.

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Out-of-the-box entertainment

There’s a peak in millennials booking a cruise to make Instagrammable pictures at the pool with plastic palm trees and colorful cocktails while being entertained all the time with casinos and discos. This is not what The Crews are offering. Our cruises are a bit quieter, more nature-focused, greener, out-of-the-box, authentic and, in general, more conscious. For example, Relax in hammocks reading books, or sit in the shade under a tree in our upper-deck park, take a nap in your cabin, or simply enjoy the silence of the seas.

Eco Diving

We provide top quality diving and accommodation services to divers and their families. Our service is focused on safety and relaxation and fun, education and comfort. That being said, we want to offer the best value to our guests at all times by delivering excellent services at a fair price.

The Instructors and staff can cater to many nationalities speaking English, German, Italian, Spanish, French, and Russian. As ever, our eco diving department aims to be an environmentally responsible tourism operator.  And we are committed to reducing our carbon footprint.

Guru Lectures

“You cannot exist without the universe. You are not a separate existence”                                                                    – Sadhguru

Yes, we can’t exist without the universe, and we are all connected to mother nature. True relaxation and happiness come from within, no matter how external factors are having an impact on us, even you are on the world’s world luxurious cruise ship you can still be unhappy and no peace within you.

The Crews is conscious, we understand the importance of being conscious in all aspects of life, it affects ourselves, it affects people around us and the environment we are all living. Thus, we want our travelers not only enjoying their journey on the cruise but also to gain some knowledge in terms of health, mind, spiritual and nature, not meaning that to lecture our travelers but more about to have different perspectives towards life.

Traditional performance

Traditions and customs are valuable assets of cultural, many cultural heritages are in danger of disappearing just like the other living species. As part of the tourism and leisure industry, The Crews is aware of taking the responsibility and preserving the world’s existing cultural traditions. Therefore, we would love to welcome our travelers to visit our onboard theater to watch the local traditional live shows.  

Nanaika dance as an example is a Russian folk “dance” of a single-person dancing with two suits of clothing to mimic two persons wrestling or dancing.

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We are the new kid on the block in cruise lines.