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Published on Wednesday, January 6, 2021

CLIA unveils Wave campaign


CLIA's UK Wave 2021 campaign will be called 'Generation Innovation'.

It will promote the range of initiatives and activities being rolled out across the industry and by individual cruise lines, such as new apps and wearable tech, diversity and inclusion and sustainability.

CLIA will use the hashtag #GenerationInnovation on its social media channels to promote the campaign.

Its regular 'Cruise Podcast' will feature guests from across the industry and 'Wave Half-Wower Webinars' are being introduced every Thursday in January at 9:30am.

The webinars will feature four cruise line partners per episode, who will highlight their latest offers and innovations to help agents make the most of Wave.

The first episode, broadcasting tomorrow (January 7), will include Celebrity Cruises, MSC Cruises, Princess Cruises and Riviera Travel.

CLIA Director UK & Ireland Andy Harmer said: "From the health and safety measures set to be implemented, to the significant sustainability progress being made, to developments in technology on and off ships, the cruise sector has much to be proud of. These innovations have never been more important, as Wave gets under way and we further set our sights on the industry's phased recovery.

"We'll be highlighting all the incredible work being carried out, both on an industry-wide level and by individual cruise lines. Our trade partners have backed cruise through all the recent challenges, and we hope we can count on their support and engagement again during this critical period."

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