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A Cruise Month a Success Down Under

November 3, 2017 Cruise No Comments Email Email

Cruise Lines International Association (CLIA) Australasia is celebrating its second annual Plan a Cruise Month promotion with October producing record online hits, bumper social media and marketing campaigns and increased awareness of cruising through widespread media coverage. 

In its second year, the world’s largest cruise promotion was bigger and better with CLIA accredited agents going all out to promote the cruise deals on offer.

CLIA Australasia & Asia Managing Director, Joel Katz said October was officially becoming known as ‘cruise month’ down under thanks to the hard work and stellar efforts of CLIA cruise lines and agents who threw their support behind the annual Plan a Cruise Month promotion.

“I’m thrilled to report that CLIA’s second annual Plan a Cruise Month has been a huge success down under. We saw a record number of hits on our website, including more than 90,000 page views across our dedicated Plan a Cruise Month pages, and encouragingly, we also saw a 50 per cent spike on travel agent searches from the same time last year.

 “Our Travel Agent Toolkit, which provided agents with marketing assets, such as media releases, social media posts, email headers, images and logos, was widely used to help CLIA accredited agents build fantastic cruise campaigns and make the most of the month-long promotion.”

Mr Katz said social media exposure also exceeded expectations and it was great to see cruising covered extensively in both consumer and trade media publications in Australia and New Zealand during the month.

Agents and cruise lines have reported great results off the back of Plan a Cruise Month with Cruise Marketing Manager at helloworld NZ Jacqueline Unsworth saying the campaign was a great excuse to take their cruise promotions up a notch.

“We really encouraged our stores to take an active role in promoting Cruise Month, and as a result our stores were very proactive both with their cruise events and on social media. Some stores have been incredibly ingenious with their ideas and it is great to see them embracing Cruise Month in a fun and inventive way,” Jacqueline said.

“Cruise 360 had some wonderful practical advice for Cruise Month this year and these learnings were then communicated across the network to develop and implement successful promotions. All round we are delighted with the response by our agents and with the results we are seeing coming through.”

Head of Strategic Partnerships at iTravel Kim Wudko said Cruise Month was a great lead-in to the 2018 cruise season.

“itravel has enjoyed yet another successful October with a 15 per cent increase in sales over 2016 and a whopping 41 per cent increase since 2015. We couldn’t have achieved this result without the support of CLIA in conjunction with the cruise lines who have generated a great deal of interest in cruising, resulting in increased demand and sales,” Kim said.

The month was split into four categories to show off the diversity of cruise product available to Australians and New Zealanders, including a spotlight on luxury, expedition, ocean and river cruising.

“Having a week that focused on river cruising allowed us the opportunity to shine a light on why river cruising offers a great value and seamless travel experience. River Cruise Week also influenced our trade partners to consider which river cruise company might be the best choice for their clients and why, and that’s a conversation we will see continue into the future,” Uniworld Managing Director Australia Fiona Dalton said.

Plan a Cruise Month takes place each October with CLIA offices around the world working with CLIA accredited agents and CLIA member cruise lines to promote cruise holidays.

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