Best Advertising, Marketing or PR Campaign
In this crowded, competitive market where it seems a new ship, innovation or activity is launched every week, it’s harder to cut through and achieve that industry and media buzz. But the best advertising, marketing and PR campaign will have made global headlines, gone viral on social media and the internet – and made everyone in cruising sit up and take notice. For a truly effective campaign to be the best, it must have generated not just publicity but also a slew of forward bookings.
The judges are looking for your entry to demonstrate how successful your advertising, marketing or PR campaign was, how you delivered on the aims and goals surrounding the product/launch at the centre of your campaign and how you came up with the best campaign from idea to delivery. You should also outline your core USPs and demonstrate the media value and exposure you delivered.
Best Escorted & Specialist Tour Operator
Whether it’s organised around a theme, to see art and culture, indulge a specialist interest or explore a destination in more detail, an escorted tour gives passengers the inside track. Maybe the itinerary takes in all the hidden gems only known by the locals, or provides a local guide to help guests experience new cultures in depth. Either way, one thing’s for sure: an escorted tour gives travellers a taste of authenticity that brings any destination to life. Needless to say, the service will be exceptional and the itinerary and organisation flawless, but the best will offer something above the rest – a memorable experience to treasure for ever.
The judges are looking for your entry to demonstrate how you beat the competition, your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in the escorted tour market. You should clearly be able to show how you communicated these, to both the market and the trade.
Best Use of Technology
As technology advances, cruise lines, organisations and destinations serving cruise customers are using it in ever more creative ways to enhance passengers’ experiences, both on board and ashore. From booking excursions through to shopping online, tracking other members of the family, navigating the ship and even helping the crew to learn and predict guests’ preferred choices in everything from food to their next voyage, technology is making cruising ever more enjoyable. The best technology does it all seamlessly, in any language, and has benefits for passengers, crew, cruise lines and the industry as a whole.
Your entry should demonstrate how your technology enhances passenger satisfaction and benefits the cruise line and the industry. The judges are also looking for your core USPs and how your technological innovations have driven customer satisfaction, forward bookings or growth in the cruise market. You should clearly be able to show how you communicated these, to both the market and the trade.
Best Digital or Web-Based Platform or Service
Anything that helps passengers and agents book and enhance their cruise experience is a bonus for them and the industry. But as more people realise that cruising is the best way to travel and take in multiple destinations in one holiday, there are ever more factors to organise – not just bookings but add-ons such as excursions, on-board experiences, celebratory dinners and spa treatments. That’s where digital and web-based platforms or services come into their own, and there’s no doubt the best will help to grow customer satisfaction – and the industry as a whole.
The judges are looking for your entry to demonstrate how your digital or web-based platform or service is driving customer satisfaction, sales, and helping the market. You need to outline your core USPs and describe how your service is creating growth in the cruise industry. You should clearly be able to show how you communicated these, to both the market and the trade.
Best Environmental Initiative
We value the oceans and rivers we sail in and we care about the environment. We know that plastic pollution is a problem that we as an industry, and our passengers, now need to tackle. More than eight million tonnes of plastic find their way into the sea each year and experts warn that by 2050 there could be more plastic than fish in the ocean. The cruise industry understands the problems and is working hard to make a dramatic and sustainable difference. The best environmental initiative could help to save our seas and marine life, have recycling at its centre, or be changing the very fuel that powers our ships.
The judges are looking for your entry to demonstrate how your environmental initiative will help the oceans and environment, your core USPs and any sustainability innovations that have helped to drive success in this area. You should clearly be able to show how you communicated these, to both the market and the trade.
Best Transfer Service
Whisking guests off to the airport or ship in a chauffeur-driven private car or organising something memorable to start their cruise in style is the best kind of transfer. It takes the stress out of travelling at the beginning and end of a cruise so guests can sit back, relax and enjoy the ride.
The judges are looking for your entry to demonstrate these personalised and luxurious touches, as well as your core USPs and any innovations that have driven customer satisfaction, forward bookings or growth in the market. You should clearly be able to show how you communicated these, to both the market and the trade.
Best Brand Partnership
Co-branding is a strategic marketing or advertising partnership between two non-competing brands and is a trend that has gained remarkable popularity over the last few years. When done successfully, co-branding can be a great way to increase awareness, break into new markets and build a business.
This category looks at ways that cruise lines have partnered with brands from the world of fashion, cuisine, entertainment and beyond to create a buzz and attract a bigger and broader audience.
The judges are looking for evidence of how a partnership has shared resources to attract a new demographic to cruise, boost passenger sales and enhance the perception of the cruise brand. The relevance of the partnership to the cruise line will also be taken into consideration, as will the impact of the corresponding marketing campaign.