Cruise Lines International Association (CLIA) Australasia has announced it’s taking this year’s Cruise Week to a new platform, with the popular consumer event to be promoted through a new interactive online magazine.
CLIA Australasia General Manager Brett Jardine said the new approach would make Cruise Week – to be held from September 7-14 – even more accessible to consumers and agents.
Mr Jardine said the e-zine would be supported by a dedicated marketing campaign featuring a mixture of EDMs and social media as well as banner advertisements and native advertising across popular mainstream sites such as the Women’s Weekly in Australia and New Zealand, Australian Gourmet Traveller, Cruise Critic, Trip Advisor and Fairfax media.
“People spend more time online today than they do reading the newspaper, watching TV or listening to the radio – so it makes good sense to take Cruise Week into the digital space,” Mr Jardine said.
“Our new e-zine will be a fantastic way for the industry to attract prospective passengers as it will enable readers to experience life onboard a wide range of ships through content, images and video designed to immerse them in the magic of cruising.”
Mr Jardine said while agents would still be encouraged to undertake traditional promotional activity such as film nights and window displays, they would also be able to promote Cruise Week by simply sending their customers an email with a link to the Cruise Week e-zine.
The e-zine’s content will include interviews with cruisers and celebrities about the appeal of cruising, coverage of different styles of cruising and destinations, as well as an overview of onboard product from dining to enrichment programs.
The magazine will be located on the Cruise Week website (www.cruiseweek.org) along with cruise line deals and CLIA’s Cruise Specialist Agent locator tool, which is set to be a primary focus in all Cruise Week marketing.