First Mates sought by cruise line
P&O Cruises has announced a new web marketing programme to help travel agents create their own online advertising campaigns and attract more first time cruisers.
Unveiling details of the First Mate programme, P&O Cruises senior vice president Tammy Marshall said it included four initiatives – a local online advertising tool, a branded flyer wizard, a new trackable electronic direct marketing (EDM) developer and an online financial reporting tool.
The suite will also give businesses the chance to leverage P&O Cruises’ campaigns within a defined geographical area close to their business.
Using the online advertising tool, agents can choose an ad format, include their details and specify their target demographic as well as their campaign length and budget.
First Mate includes a flyer wizard to help agents create branded PDF flyers as well as an EDM tool to enable agents to create their own trackable EDMs for their customer database to complement P&O Cruises’ existing marketing campaign.
Marshall said research commissioned by the cruise line showed that only seven percent of Australians holidaying for one week or longer chose to take a cruise.
"While cruising is booming, clearly the market potential is still enormous. We estimate that about one million ‘new to cruise’ Australian passengers have taken to the seas over the past five years and we predict that number will double over the next five years.
Access to First Mate will be free, with the programme to be rolled out from October via www.myccs.com.au.
Ian Jarrett
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