| Journal: TWUK | Section: |
| Title: | Issue Date: 28/08/00 |
| Author: | Page Number: 4 |
| Copyright: Other |
Sales growth leads DFDSto launch mini-cruise brochure
DFDSSeaways has launched a dedicated Mini-Cruise Breaks brochure and plans to incorporate city breaks into its DFDS Seaways Holidays programme due out in October.The stand-alone brochure is in response to a 23% increase in mini-cruise sales over the past three years. It is also part of DFDS’s campaign to raise its profile in travel agencies. To back up the changes, DFDS is putting more emphasis on the trade, hoping to increase business through agents.
Incentives, merchandising, educationals and concessions will try to boost sales through agents from 30% to 50%. The other 50% will be sold direct.
UK sales manager Andrew Crowe said: “We want to increase product knowledge. We haven’t really incentivised agents or been pro-active with them before. We want to get it further up the shelves. Mini-cruise breaks were previously buried in the City Breaks brochure.”
The Mini-Cruise Breaks brochure is expected to have three editions and includes more add-ons. The Holidays brochure has been modernised, dropping the motoring title and including city breaks.
New brochure: will meet rising demand for mini cruises