NEWS
Industry gears up for
new year campaigns
Edward Robertson
Operators and cruise companies
are preparing a television advertising
blitz for the upcoming peaks
market, despite the growing trend
for increasingly late bookings.
Thomas Cook and TUI Travel
have prepared national advertising
campaigns, while Royal Caribbean
and Ocean Village are launching
TV advertising in January.
Key drivers in the peaks market
are catering for the family sector
and clients who want guaranteed
availability. Another reason
for advertising is to maintain
brand awareness.
Ocean Village head of marketing
Gill Haynes said: “We need to
ensure we are on people’s radars
when they think about taking a
casual cruise during that time.
“Given this is our last season and
we are going to sell out, we want to
get people interested in our peak
6 | Travel Weekly Active | December 18 2009
“We want to get
people interested
in our peak booking
while we’ve still
got availability”
booking period while we’ve still
got availability on a wide selection
of itineraries.”
Royal Caribbean Cruise Lines
associate vice-president and
general manager Jo Rzymowska
said that while TV advertising
helps drive bookings and maintain
brand awareness, the industry
still needs to educate
Thomson’s
ad, above,
is already
on air,
while First
Choice,
below, will
focus on
the adult
market
T
www.travelweekly.co.uk
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