Crystal Cruises in press onslaught

Luxury cruise operator Crystal Cruises is to increase its presence in the trade press after it found that it had low recognition among travel agents.

Beth Cooper PR has been hired to handle the campaign.

‘We are 99 per cent sold by travel agents, but they didn’t know about us,’ said Crystal V-P of sales and marketing Philip Ordever.

He said Crystal’s focus had been on consumer press with previous agency Ann Scott Associates.

‘The industry showed year-on-year growth for the 17th year in succession in 2003, so it’s essential that consumers and the trade have knowledge of [us],’ he added.

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