PR review to help PSA challenge cruise views

Cruise liner trade body The Passenger Shipping Association (PSA) is reviewing its PR account - a generic consumer promotion for the cruise market - after three years with Barclay Stratton.

Cruise liner trade body The Passenger Shipping Association (PSA) is

reviewing its PR account - a generic consumer promotion for the cruise

market - after three years with Barclay Stratton.



The agency, whose contract ends in May, has been invited to pitch for

the business along with several others next month. Worth pounds 70,000

in budget and fees, the contract will include some trade PR for the PSA,

whose 31 members include Cunard and P&O.



PSA director William Gibbons said the aim of the campaign is to attract

’first timers’ to the cruise market and to challenge perceptions that

cruising meant being ’stuck in one place, being lumbered with bores at

the dinner table’ and that ’everyone will be old’.



Incumbent Barclay Stratton has been targeting a range of consumers from

young families to elderly couples.



Cruise bookings have grown from 352,000 in 1995 to an estimated 422,000

for 1996. The PSA is forecasting that over half a million UK residents

will take a cruise this year.



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