Reinforce your sustainability narrative with the magic of movies and documentaries.
Cruise lines are making a concerted effort to move the needle on sustainability to meet their industry‐wide goals by 2050. They continue to make significant investments in innovative technologies aboard global fleets of ships, including:
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Reducing the carbon footprint of ships while at berth and at sea
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Investing in advanced environmental technologies onboard
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Partnering with cities and ports on sustainable destination management
As cruise lines move the needle in this important area, a large population of guests remain unaware of the efforts. In a TIME/ Harris 2023 survey of 1,009 Americans:
- 56 percent say that environmental impact is very or somewhat important to them
- 50 percent are either unsure or believe that the climate impact of cruises is not eco-friendly
In an age where content reigns supreme, the art of curation takes center stage. For cruise lines looking to enhance their sustainability narrative, the use of curated movie licensing can be a dynamic and influential force. Through the magic of Hollywood movies and documentaries, cruise ships can provide guests not only first-class entertainment but also further reminders of their sustainability commitment.
BUILD A COMPELLING BRAND NARRATIVE
Consumers love brands that not only offer exciting experiences but also have a sense of purpose. Movies with immersive storytelling provide a unique opportunity for cruise lines to shape a compelling brand narrative. Curating films that resonate with the organization’s values and ethos can create a cohesive and emotionally resonant brand story, fostering a deeper connection with guests.
SHOWCASE CORPORATE RESPONSIBILITY
Demonstrating a commitment to sustainability through effective content can showcase corporate responsibility. Guests are also more likely to support and appreciate a cruise line that actively addresses environmental concerns and communicates its dedication to sustainable practices. It is estimated that 31.5 million people set sail on cruise ships in 2023. Per the TIME/Harris study, this equates to 17.6 million who say that environmental impact is very or somewhat important to them. Use destination content as a way to show the impact of sustainability initiatives to the environment that they will explore at each port and destination.
EARN GUEST TRUST
As cruise lines once again thrive, there is a growing recognition of the environmental impact associated with maritime travel. Transparent communication about sustainability initiatives fosters trust among guests, as well as employees and stakeholders, creating a positive brand experience. Clearly articulating a commitment to environmental responsibility assures guests that their travel choices align with ethical and sustainable practices.
EDUCATE AND ENGAGE GUESTS
Appeal to the guests’ sense of exploration and deepen their awareness and perspective of the planet and the destinations they will visit. The right curated content can raise awareness of environmental issues and promote a sense of responsibility, empowering them to make environmentally conscious choices during their cruise. For youth programs, integrating environmental themes into onboard programs and hosting related workshops can promote eco-conscious values from a young age.
CREATE MARKET DIFFERENTIATION
With sustainability becoming a key consideration for travelers, effectively highlighting green initiatives can differentiate a cruise line in the market. It also opens up a significant target audience of prospective travelers who are environmentally conscious and can become brand ambassadors over time.
What can cruise lines do next?
Entertainment can be a powerful ally in cruise lines’ sustainability efforts. Whether in-cabin, in theater or on personal devices, curated content, such as movies, documentaries and short programming, can be a bridge that connects cruise line initiatives with guests. This engagement fosters awareness, brand affinity, trust and a shared commitment to a more sustainable future. Swank On-Board Movies brings content from all the top Hollywood studios and channel partners, an expertise in technical solutions and an experienced team that works alongside cruise line guest experience leaders. Learn how we remain a trusted and valued partner to bring this relevant content to screens across cruise ships globally.