The Cruise Lines Industry Association unveiled a new campaign last week aimed at telling positive stories about an industry that has received a lot of bad press in recent years, the travel industry news site Skift reported Monday.

The "We Are Cruise" campaign will rely on storytelling to show how the industry benefits individual people, even those who do not work on cruise ships but whose businesses rely on the tourists they bring. The campaign is meant to counter a small flood in recent years of negative news stories involving the industry, from the "poop cruise" to the evacuation of a Viking Ocean Cruises ship after its engine broke down.

"We're really trying to tell the whole story of cruise, and we think that story is so well told by the larger cruise community," CLIA CEO Kelly Craighead said during a conference in Miami last week. "So ‘We Are Cruise' is really our attempt to capture the stories of people who know and benefit from cruising so that we can tell that whole story."

The campaign is rolling out with videos highlighting individuals in tourism destinations such as Barcelona, Spain, and Santorini in Greece, according to Skift. The group also is using the hashtag #WeAreCruise to promote campaign material. A CLIA spokeswoman told the news site the association will throw some money at social promotion but not spend heavily. http://bit.ly/2UmTeo1

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