NEW YORK: The Cruise Lines International Association (CLIA), the North American cruise industry's marketing and training association, has named M. Silver Associates as its AOR.
Brian Major, director of PR for CLIA, said the association took about five months to make the selection from a pool of 15 agencies. Although they had not done work previously with M. Silver Associates, Major said the agency was well known in the travel industry, especially after the work it did the recent launch of the Queen Mary 2.
Virginia Sheridan, president of M. Silver Associates, said the agency plans to focus its campaign on key markets, such as younger vacationers and families, and use non-traditional methods, such as greeting cards.
In addition to promoting the cruise industry in general, the campaign hopes to increase visibility for the 16,000 CLIA-certified travel agents throughout the US.
A big part of the campaign initially will be garnering attention for the CLIA's 30th Anniversary in 2005.
Plans include the "Future of Cruising" campaign, which will show the progress of the industry in the last 30 years, and the "World's Largest Cruise Night" promotion, which will kick off National Cruise Vacation Month.
For CLIA, the biggest objective is to bring attention back to an industry that is in need of it. "[Cruises have] not traditionally been a mainstream vacation option," Major said. Part of the way to get out the right message, he added, is with a coordinated, cohesive strategy.