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FCCA resumes Caribbean marketing program

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The Florida-Caribbean Cruise Association is resuming its destination marketing program with a focus on individual destinations' needs and objectives.

'We are excited to relaunch our strategic partnership programs efforts, especially since that signifies the impressive progress that has been made in our partner destinations and the cruise industry,' FCCA President Michele Paige said. 'Through the constant communications with all parties during this crisis, we have learned more about what our partners need and retooled our new programs and initiatives to their goals.'

The greatest changes in the new programs and initiatives come from working with destination partners to develop actions for their differing needs and objectives — for example, more cruise calls, establishing homeport business, securing year-round calls, training programs, purchasing/sourcing and increasing employment.

Consumer and trade efforts

In addition to continuing the 'Caribbean Is Open/Caribbean for Everyone' marketing campaign, which generated more than 6bn impressions in tracked initiatives and showed a measurable improvement in the numbers of consumers planning to take a Caribbean cruise, the new programs and campaigns aim to further stimulate demand for Caribbean travel.

They target consumers, travel agents, media and FCCA contacts to drive cruise traffic, including summer deployment and overnight stays, and to help convert cruisers into stayover vacationers.

FCCA’s B2B focus will be a mainstay of the new programs, with opportunities to target cruise executives and stakeholders through the association's media channels and publications, including Travel & Cruise magazine, produced and distributed by the FCCA and Cruise Lines International Association. Other initiatives include events, ranging from private member events to the annual FCCA Cruise Conference for the Caribbean, Mexico and Central and South America plus other programs.