NEW YORK -- It seems incredible now that National Cruise Vacation
Month (NCVM), created 10 years ago by the Cruise Lines
International Association, was conceived with the goal of
popularizing cruising.
At that time, cruise vacations were underused and even less
understood by most of the traveling public. And although cruises
still account for a small percentage of the overall vacation
market, the industry no longer suffers from a lack of
visibility.
Indeed, heavy cruise line marketing, including national television
advertising, an armada of huge, feature-filled ships and the
efforts of an increasingly efficient and sophisticated core of
travel agents, have combined to place the cruise vacation form well
on its way to becoming a mainstream travel option. In fact, today's
vacationing public is more familiar with the cruise vacation form
than at any time in the industry's relatively brief history.
But as far as cruise suppliers (and cruise-selling agents) are
concerned, there's still work to be done, and this year's version
of NCVM, the cruise industry's largest annual promotional event,
comes just in time.
Although the cruise industry has racked up a 1,000% growth rate
since 1970 (when 500,000 vacationers sailed on North American-based
lines), the 6 million passengers cruise suppliers attracted in 1999
still lag far behind the numbers drawn each year by land-based
attractions in Orlando, Las Vegas and even Branson, Mo.
CLIA estimates that 89% of American adults have never cruised,
meaning there's still a vast market of potential cruisers out
there. Thus, the NCVM promotion is a key effort in the campaign by
cruise operators (and cruise-selling travel agents) to convince
more vacationers to try cruising for the first time.
Indeed, the campaign is a launching pad for a larger CLIA
marketing effort, Cruise 2000, which is expected to generate 5.5
billion consumer impressions (up from 4.2 billion in 1999) for an
estimated market value of $37 million (up from $27.5 million last
year).
"We decided it was time to use our marketing and public
relations efforts to a higher level, and we are initiating 'Cruise
2000' as a result, said Jim Godsman, CLIA's president.
The campaign will feature "a sustained public relations and
promotional effort," said Godsman, that will "help [CLIA] expand
consumer and trade media coverage and increase awareness of cruise
vacations as preferred vacations."
The following is some information regarding CLIA's promotional
campaigns:
Cruise 2000/NCVM materials
Cruise 2000 kicks off with a series of NCVM events designed to
build on the momentum created by Wave Month, the January booking
period that traditionally has been the industry's most active
period.
NCVM events, including national media tours by cruise industry
personnel, will target first-time cruisers. Cruise 2000's second
phase begins the first two weeks of May and coincides with National
Tourism Week.
A variety of promotional campaigns, including media tours, will
position cruising as "the hot vacation" option and "target people
in a vacation mind-set with the messages that cruises are superior
and diverse year-around vacations," according to CLIA
officials.
The third phase of the Cruise 2000 promotion begins during the
second and third weeks of September and will tout the message that
cruises offer unbeatable value.
This year's NCVM commenced Feb. 1 with a series of events
designed to target first-time cruisers. Throughout the month, CLIA
representatives will appear on television and radio stations in
major markets around the country, delivering the message to
consumers that cruises are affordable vacation options suitable for
the entire family. The CLIA spokespersons will direct prospective
cruisers to visit an Official Cruise Vacation Headquarters, i.e.,
their local CLIA-affiliated travel agency.
CLIA representatives' scheduled visits for February include
Atlanta; Bakersfield, Calif.; Baton Rouge, La.; Boston; Charleston,
W.Va.; Chattanooga, Tenn.; Chicago; Dallas; Fresno, Calif.; Fort
Wayne, Ind.; Jackson, Miss.; Jacksonville, Fla.; Knoxville,Tenn.;
Little Rock, Ark.; Los Angeles; Monterey, Calif.; New York; Omaha,
Neb.; Peoria, Ill.; Philadelphia; Portland, Maine; Reno, Nev.;
Richmond and Roanoke, Va.; Savannah, Ga.; South Bend, Ind.;
Springfield, Mass., and Topeka, Kan.
Media tours also will be mounted in May and September, with CLIA
spokespersons traveling to a new series of U.S. cities for two
weeks each month.
Another major element of Cruise 2000 is a series of executive
press briefings planned for key media markets around the U.S.
During each briefing, cruise line and CLIA executives will share
their cruise industry vision with select business and travel
journalists. Target cities include Miami (March), Philadelphia and
New York (May), Chicago (September) and Atlanta (October).
Other consumer coverage during Cruise 2000 will include tie-ins
to local cruise advertising and promotions.
Tying into Cruise 2000 promotions Cruise-selling retailers can
participate in the Cruise 2000 and NCVM promotional events in a
variety of ways, beginning with joining CLIA an as affiliated
agency.
All new and existing affiliates will receive a 2000 membership
with tools designed to help agents turn their locations into cruise
vacation stores. The membership kit contains "I Cruise" promotional
materials such as posters, counter cards, postcards, letterhead,
balloons, cruise value brochures, stickers, self-stick notes and an
NCVM promotional materials order form.
The kit also includes a Survival Guide for Marketing and
Promotion, featuring decorating tips for agency offices, tips for
hosting cruise events, Internet marketing suggestions, direct-mail
and newsletter tips, press release shells and guidelines for
contacting television, radio station and newspaper journalists
.
The CLIA kit also contains the 2000 cruise manual, expanded to
include a destination section with descriptions of more than 300
ports around the world, and a booklet by marketing executive Robert
Popyk, Zero-cost PR for CLIA-Affiliated Agencies. The pamphlet
covers the basics of drafting press releases, creating news,
pitching stories to media outlets and serving as a local guest
speaker.
For the second straight year, CLIA's member cruise lines have
included bonus commission coupons in the affiliate membership kit.
CLIA lines are offering bonus commissions totaling $12,000 that
agents can use throughout the year.
Other kit materials include an hourlong training video entitled
"CLIA's Guide to Escorting Groups," featuring Marc Mancini, a noted
author and travel industry consultant and speaker who covers a wide
variety of helpful tips, several taken from his tour director
career.
Also included in the membership kit are an application for CLIA
photo ID cards, which identify holders as official cruise industry
travel agents; CLIA seals and affiliation certificates; "I Cruise"
open/closed signs for agency windows; two-for-one training coupons;
a member line list; a logo sheet and clip art for specialized
mailings, and a Q&A brochure for clients who are thinking about
taking a cruise.
Membership renewal for present CLIA members costs $229. New
agency affiliates pay a one-time $90 processing fee in addition to
annual dues.
CLIA training
Cruise 2000 and NCVM promotions present an ideal opportunity for
new and experienced cruise-selling agents to obtain cruise sales
and product training from CLIA.
All CLIA training begins with the group's Agency Training
Program (ATP), a series of classroom training sessions designed to
benefit agents at all skill levels. Also, retailers who enroll in
the program earn credits toward certification in CLIA's cruise
counselor program, which certifies agents as accredited cruise
counselors and master cruise counselors.
The Cruise Vacations -- An Introduction seminar helps new agents
evaluate market data, identify client needs, use brochures as sales
tools, make reservations and discuss cruising's value.
The Principles of Professional Selling seminar instructs
front-line agents on how to assess buyers' motives, recommend
cruises with confidence, dispel client concerns and close more
sales.
The Power Selling Techniques session, designed for all levels of
travel agents, focuses on recognizing the public's buying habits,
learning communication skills and eliminating mistakes.
Sessions are priced at $30 for CLIA affiliates; $42.50 for
nonaffiliates.
CLIA also offers advanced sales and agency management training
through its Sales and Management Institute, held May 10 to 14 at
the University of Miami. The courses cover marketing plans,
effective sales communication, closing strategies, telephone
selling and sales-team building.
Agents who complete the Sales Institute programs earn more than
100 credits toward ACC or MCC status. Attendance also serves as a
substitute for writing case studies for MCC accreditation.
Another new CLIA training vehicle is "Cruising: A Guide to the
Cruise Line Industry," a 150-page book designed to help agents
learn the cruise business. Written by Mancini, the book also offers
another way to earn points toward cruise counselor
certification.
The book costs $41.95 and can be ordered by calling Delmar
Publishing at (800) 347-7707. CLIA affiliates should mention
promotion code 9DPEM306A for a 10% discount. CLIA also can arrange
quantity discounts for product orders of 100 or more books. Call
CLIA's training department at (212) 921-4711 for more
information.
Cyberspace Services
CLIA's promotional efforts and agent services for 2000 include
an expanded presence on the Internet. The group's Web site, www.cruising.org, will
include an expanded travel agency locator directing users to
CLIA-affiliated agencies.
Travel agents who cannot attend on-site ATP training can take
the courses via CLIA's on-line program at www.theacademy.com.
More than 500 agents have signed up for the program.
"We wanted to give agents who are too busy to leave the office
for training an opportunity to fit into their schedules, " said
CLIA's Godsman.
CLIA affiliates can register and pay for courses on line, with a
$25 charge for each course. The courses can each be completed in
about three hours, and completed courses provide 15 credits toward
the 100 credits necessary for cruise counselor certification.