Cruise Campaign
The worldwide cruise industry will have quadrupled in 20 years making it the fastest growing sector in the travel and tourism industry. The UK market recorded a 6% increase in passengers and a 15% increase in sales to reach 1.6 million passengers and revenues of £2.3 billion in 2010.
In 2011 the Dover Cruise Terminals handled in excess of 300,000 passengers, supported 226 full time jobs and provided an estimated £20 million boos to the local economy. The Port of Dover is predicting in its business plan that cruise ships will double by 2034
Co-ordinated by Visit Kent the Cruise Partnership is a partnership including Kent County Council, Port of Dover, Canterbury Cathedral, Leeds Castle, English Heritage and Dover District Council.
Key Results
Consumer:
- 15,000 consumer guides produced and distributed via the Visit Kent Welcome desks at CT1 and CT2
- No of ships welcomed: 86
- No of staff recruited: 6
- No of passengers welcomed: 19,000
- No of crew passes issued: 349
Trade
- Direct mail to 250 key cruise personnel
- New trade pack converted to USB x 500
- Exhibitions attended x 2 Hamburg and Miami
Digital Marketing Activity
Our cruise microsite has grown steadily in the past year with content relating to heritage, activities and luxury activities being developed and additional features, such as Kent Greeters being added. There have been over 2,000 visitors to the site since January 2011. Two dedicated cruise newsletters were sent to the cruise database during 2011 with open rates of 21.7% and 19.0% respectively.