2004 NATIONAL CRUISE VACATION MONTH MARKETING
CAMPAIGN SPOTLIGHTS CRUISE VACATIONS, TRAVEL AGENTS

All great experiences begin with taking the right first step, and in the case of cruise vacations that step is contacting a CLIA-member travel agency, says Cruise Lines International Association (CLIA).

That will be the core theme of CLIA’s National Cruise Vacation Month (NCVM) marketing campaign in February 2004. Throughout the month, CLIA and its member cruise lines will be reminding consumers that “The Best Cruise Vacations Begin With A Travel Agent.”

“CLIA agent associates provide a valuable service to consumers who need their expert advice to plan the perfect cruise vacation,” says Bob Sharak, CLIA’s executive director. “The 2004 NCVM campaign will help show consumers the importance of working with a CLIA-member travel agency and an Accredited, Master or Elite Cruise Counsellor.”

“Working with a knowledgeable CLIA travel agent associate is the first step toward a memorable cruise experience,” says Sharak. “They can guide consumers through the myriad choices of ships, itineraries and programs to find the right cruise for their lifestyle and budget, and ensure cruisers get the best deal imaginable.”

CLIA agent associates take advantage of the association’s extensive ongoing education program, including personal cruise ship inspections and actual cruising experience. They are familiar with more information than ever before, including the 21 CLIA-member cruise lines, the CLIA fleet of nearly 150 ships, the more than 1,800 worldwide destinations visited by cruise ships and the ever-expanding list of amenities available to travelers.

Their knowledge of cruise products is enhanced by CLIA’s ongoing Cruise Counsellor Certification program. This extensive training program is designed to keep agents aware of both the latest sales techniques and the most up-to-date product information. Through the combination of training courses (available across the country and via the Internet or video) and through personal cruise inspections and cruise experience, agents earn certification as Accredited Cruise Counsellors, Master Cruise Counsellors and Elite Cruise Counsellors and are recognized as the experts in cruise selling.

A cornerstone of the 2004 NCVM campaign will be a broadcast media tour, with CLIA representatives – both onboard personnel and local travel agent associates – participating in interviews in more than 30 markets throughout North America.

In each appearance, the CLIA spokespersons will emphasize the vital services and expert advice that CLIA-travel agent associates offer, as well as the value, quality, and diversity that make cruising a better vacation.

The campaign will also include print media exposure for “The Best Cruise Vacations Begin With A Travel Agent” message, including advertisements and a special cruise section in USA Today. CLIA is also offering its member agencies special NCVM promotional tools to help them take advantage of heightened consumer awareness created by the association’s multi-channel marketing activities during NCVM and throughout the year.

Information provided to the media during the NCVM program will feature helpful advice for consumers planning their vacations, including how to locate a cruise expert using CLIA’s website (www.cruising.org), and questions to ask their travel agents.