ACE (Bought by and re-branded as CLIA)
From 480 paying subscribers to 23,000+ in just 4 years
STRATEGY:
Travel agents found cruise complicated to sell, and online training dull, so avoided conversations about cruise.
Yet cruise holidays paid significantly higher commissions than most agents realised, meaning the sector was a profit opportunity.
We realised agents didn't know this. Having got their interest, we made training fun and created a new brand. ACE - The Association of Cruise Experts.
THE AGENT PROPOSITION:
The more people choose to cruise - the more you need to know.
We created a website where agents learned about cruise and how to sell it easily.
Our integrated approach covered print on demand, direct mail, digital, web, training, video and animation, event management and sponsorship revenue generation.
OUTCOME:
Paid membership went from 480 members to 23,000+ members. UK Cruise bookings increased by 18%. We brought the average passenger age down from 75 to 56. All within 4 years.