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CLIA Australasia Reveals Major Cruise Week Campaign

July 11, 2014 Cruise No Comments Email Email

Cruise Lines International Association (CLIA) Australasia is preparing for its biggest ever Cruise Week campaign, with highlights including a national cruise magazine as well as extensive radio promotions and a new social media drive.

CLIA Australasia General Manager Brett Jardine said cruise line members would be supporting a glossy 32-page cruise magazine, which will focus on the 2014 Cruise Week theme of attracting new-to-cruise customers.

With Cruise Week running from September 1-8, the magazine will be inserted into News Ltd papers around the country on Sunday August 31, potentially reaching more than four million readers.

Mr Jardine said the organisation would also be running a print advertising campaign in New Zealand and would launch a transTasman social media campaign to engage with existing and potential cruisers through CLIA Australasia’s Facebook page, with details to be announced later this month.

Staged in the lead up to the region’s biggest ever summer cruise season, Cruise Week will feature exclusive deals with member cruise lines, only available through CLIA accredited cruise consultants.

Mr Jardine said the new promotional campaign would ensure Cruise Week earned unprecedented exposure.

“This campaign will reach millions of Australian and New Zealand consumers so it’s a golden opportunity for agents to attract new clients and build their business,” Mr Jardine said.

CLIA accredited members will be extensively promoted as the exclusive point of contact at www.cruiseweek.org

He urged agents to build on momentum around the national campaign by creating their own Cruise Week events and promotions to drive interest.

“Our promotional campaign is going to create a fantastic platform for awareness but agents will get even more out of the week if they use it as a catalyst for local activity, with past successes including local events and social media campaigns,” he said.

This year’s Cruise Week will involve international collaboration with CLIA’s US and UK offices for the first time. Australia will be the first to conduct Cruise Week with the UK and US to follow shortly after.

Mr Jardine said CLIA members could log into the Cruise Week website at www.cruiseweek.org to download the new Cruise Week logo and agency support pack.

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