CLIA
CAMPAIGN
As the peak industry body for the global cruise industry, CLIA plays a key role in driving consumer interest in cruise holidays. As part of its annual Cruise Month celebrations in Australasia, CLIA needed to create a high-impact campaign that would cut through the noise and engage both the travel agents within its member community and cruise enthusiasts in the Australian and New Zealand markets.
INSIGHT
LCC Group has supported CLIA on the Cruise Month campaign since regional cruise operations resumed in 2022. In 2024, we developed a new creative concept that played on the visual representation of what a cruise holiday offers. What many people see is a ship, yet what it represents to the cruise community is so much more than that. It is fun, adventure, relaxation and more. We wanted to use our creative execution to share that with new audiences who may not have previously considered cruise as a holiday option.
SERVICES
+ Creative
+ Campaign strategy
+ Advertising
+ Digital marketing
+ Social media
+ Copywriting
+ Collateral
RESULTS
With the #Moretolove campaign theme and an integrated channel mix of activity, we surpassed previous year's results during Cruise Month, with 29,307 new users on the CLIA website, 20,339 'Find a Cruise Agent' searches, 3,400 trade webinar registrations, 81 published media articles and 3.6m digital impressions.
