By
Rebecca Gibson |
The Cruise Baltic association is to focus on improving marketing and implementing a digital strategy to improve communication with cruise lines and foster growth in the region.
Speaking at a press conference held at the Miami Surfcomber Hotel, the association’s director Bo Larsen revealed the details of the new, four-pronged strategy, which has been developed in collaboration with strategy consultant company Mindsite Academy.
According to Larsen, over the next three years, the association will continue to create customer-orientated solutions that primarily benefit the cruise lines operating in the Baltic Sea Region.
“Through our concentrated and ambitious efforts, we have become a mature and innovative network, involving both our partners and customers to develop successful solutions,” said Larsen. “Recent feedback from our partners has been at a record high, however, we will continue to challenge the status quo and focus to improve our performance both internally and externally to secure our position as a powerful cruise association.”
Cruise Baltic’s strategy will be implemented by its new director – who will be appointed to 1 May – and will focus on improving the network’s interaction with its key target markets, which include the US, UK, Germany, Italy, Spain, Australia and France. Leveraging the Global Executive Partnership deal signed with the Cruise Lines International Association last November, Cruise Baltic will also focus on improving engagement with B2B media and travel agents.
Over the next three years, the network will focus on improving marketing and public relations, shared standards and services, business intelligence and strengthening the Cruise Baltic association. It will also develop a new digital strategy, which will include a redesigned website; a destination tool box, aimed at providing customers with user-friendly, easy access to marketing materials; an ‘Edutainment Training Tool’ to present Baltic Sea cruising in a new, engaging way; and a human resources strategy to help attract, retain and develop employees with the best skills and competence.
“In spite of a strict legislative environment, combined with a tough economic climate, Cruise Baltic is particularly proud to be in a position where all partners continue to support the association’s ambitions,” said Larsen. “We will not only focus on growing the numbers, but also to secure existing business for the future and getting a fair share of the future market growth. Double digit growth rates in the industry are now no longer reality, so we have to adopt even smarter thinking and more creative ideas to achieve our ambitions and goals.”