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.