From 480 members to 23,000+ members in 4 years
The Passenger Shipping Association's travel agent membership was in decline. Agents found cruise a complicated product to sell and found the online training dull. As a result, many agents didn't really understand cruise and consequently, nor did their potential customers.
WHAT WE DID
We realised agents didn't know about higher commissions on cruise sales. Having got their interest, we made training fun and created a new brand. ACE - The Association of Cruise Experts. (Now CLIA)
THE TRAVEL 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 make more sales.
Our integrated marketing approach covered print on demand, direct mail, digital, web, training, video and animation, event management and sponsorship revenue creation. Cruise knowledge, paid membership went from 480 to 23,000+ and UK cruise bookings soared by 18%.
All within four years.