Silversea boosts local activity

Silversea Cruises is to increase its marketing spend in the UK and Europe at a time when most of its competitors are focusing on international markets. The cruise line aims to push its annual C&I occupancy up to 20%, after its year-long campaign. Marketing is set to start some time in the first quarter of the year. Plans are not yet finalised but will include direct mail with an incentives brochure and trade press advertising. Its main target markets will be the financial, automotive and pharmaceutical industries. “C&I is 7-10% of our occupancy, but it is a lucrative market and we aim to boost this,” said Silver-sea manager for incentives and group sales for Europe, Africa and the Middle East, Maarten Tromp. “After 11 September a lot of cruise companies switched ships from Europe to the Caribbean as US delegates wanted to stay closer to home but we did not change our Mediterranean plans and it paid off. The UK is a great market for us and our ship sizes can host between 200 and 300, which is perfect for many meetings and groups.”

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