Cruise the Saint Lawrence partnered with Miami-based Access Cruise to actively market the region to lines. To ensure the flow of cruise ships to its nine ports continues and increases, Cruise the Saint Lawrence partnered with Miami-based Access Cruise to actively market the region to lines.
Cultural variety, cruise facilities, sustainability
The marketing message emphasizes cultural variety, cruise facilities — Québec City and Montréal both have new terminals — and sustainability, a commitment the organization made in 2019. Another aim is to extend the cruise season, which is concentrated in the fall, to take advantage of the spring and summer, with winter cruises a potential brand extension.
'During the pandemic we lost the opportunity to meet face-to-face with the cruise lines at trade shows or industry meetings, which limited our exposure,' said Rene Trépanier, executive director of Cruise the Saint Lawrence. 'Our partnership with Access Cruises will help us better connect with the cruise lines because they are very close to the industry and they are in Miami so they can hold in-person meetings to keep Cruise the Saint Lawrence top of mind with the executives we need to reach.'
'We have a proven track record for many years with Port of Montréal, so it was natural to work with René and Cruise the Saint Lawrence,' said Shannon McKee, founder and president of Access Cruise. 'With two large turnaround ports and a mix of medium- and small-sized ports, Cruise the Saint Lawrence has a lot to offer the cruise lines.'
The nine member ports are Baie-Comeau, Gaspé, Havre-Saint-Pierre, the Magdalen Islands, Montréal, Québec, Saguenay, Sept-Îles and Trois-Rivières.
Hailed by Holland America Group
'We are excited about the new partnership between Access Cruise and Cruise the Saint Lawrence,' said Chris Martin, director of port operations for Holland America Group. 'The Canada/New England cruise product is very important to our brands, and we have worked diligently with Cruise the Saint Lawrence for years to promote and expand our presence in the region.
'The Access Cruise team has experienced professionals specializing in destination development for the cruise industry,' he continued. 'This collaboration will help increase the ability to market the region and the beautiful destinations around the St. Lawrence.'
Three-pronged sustainability message
Trépanier said the team's primary mission is to communicate the three-pronged sustainability message. He noted that while among Cruise the Saint Lawrence's ports only Montréal currently offers shore power, other ports in the group are considering it. 'And our electricity is hydroelectric, so it's totally 'green' energy,' he added.
Sustainability extends to the guest experience and maintaining the quality of life for port partners. Well-known for their warm and lively welcome receptions by residents, the smaller ports along the Saint Lawrence look to cruise calls for employment, spending by passengers and crew and as a market for local products.
The final element of the sustainability message is protecting the environment and endangered species — especially marine mammals. Trépanier said the region implemented new technologies and operational changes four years ago to protect the endangered North Atlantic right whale from collisions with vessels transiting the seaway.
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