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Friday, February 7, 2014

Carnival Australia's new ‘World’s Leading Cruise Lines’ trade marketing umbrella

Carnival Australia today unveiled its ‘World’s Leading Cruise Lines’ trade marketing umbrella reaffirming its position as Australia’s pre-eminent cruise company representing seven iconic cruise lines.

The ‘World’s Leading Cruise Lines’ umbrella, launched by CEO Ann Sherry at the Cruise3sixty conference in Sydney, harnesses the united power of the seven brands that sail under its banner – P&O Cruises Australia, Princess Cruises, Carnival Cruise Lines, Cunard, P&O Cruises World Cruising, Holland America Line and Seabourn – and will be used when engaging with Australian travel agents.

The move also highlights Carnival Australia’s leadership in the region accounting for close to 80 per cent of the cruise industry in Australia and New Zealand with brands, ships, itineraries and destinations catering for every market segment.

Between them, Carnival Australia’s house of seven cruise brands will this year account for 21 ships cruising to and from Australia and New Zealand.

“Our ‘World’s Leading Cruise Lines’ trade marketing umbrella reaffirms Carnival Australia’s status as the cruise industry leader based on experience of more than 80 years cruising in this region,” Ms Sherry said.

“With its ‘house of brands’, Carnival Australia, has been pivotal in the phenomenal growth of cruising that has made this the world’s fastest growing cruise market. As a result, Carnival Australia’s brands are uniquely placed to offer the widest possible choice to cruise holidaymakers under the ‘World’s Leading Cruise Lines’ umbrella.

“Every taste is catered for ranging from high quality mid-range cruising right through to ultra-luxury cruise holidays all sailing to attractive destinations in Australia, New Zealand, the South Pacific, Asia and world voyages with passengers unpacking once to then be pampered with the best in care and service.”

In travel industry terms, ‘World’s Leading Cruise Lines’ is a natural progression from Carnival Australia’s previous ‘Complete Cruise Solution’ incarnation but now offers even more by encompassing all seven of the company’s brands.

Ms Sherry said ‘World’s Leading Cruise Lines’ united the full Carnival Australia offering and in doing so accentuated its breadth of choice, quality and excellence.

Debuting today under the new ‘World’s Leading Cruise Lines’ trade marketing umbrella is a new portal at that, for the first time, provides a single first contact point to engage with all brands from the group. Features of the new portal include:

· A 24/7 single point of access to Polar online and trade tools for all brands

· A financial reporting tool giving agents online access to a suite of key sales data

· A comprehensive guide to the product offering of all seven brands

· Consolidated information of all brands’ best weekly deals in the market

· General communication including eDMs and marketing campaigns

“The ‘World’s Leading Cruise Lines’ portal promises to make it easier for travel agents to do business with our house of brands,” Ms Sherry said.

The ‘World’s Leading Cruise Lines’ umbrella will also be hosting an expanded Partnership Summit later this year with all seven Carnival Australia brands represented, and the formal Carnival Australia Partnership Program will be boosted to include all of the brands with the exception of Holland America Line and Seabourn.

In the months ahead travel agents will increasingly see ‘World’s Leading Cruise Lines’ present at major trade events and communications.
Source = Carnival Australia

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