Cruise is to be the focus of a post-Christmas TV advertising push by online holiday price comparison website icelolly.com.
The move follows interest in cruises rising by a claimed 20% year-on-year.
It is part of a wider redevelopment strategy fuelled by partnerships with specialist cruise agents such as Iglu Cruise, Vision Cruise and Cruise Kings.
The advertising campaign centred on its expanding cruise offering is to run from Boxing Day.
Bespoke print adverts featuring major cruise lines are also being produced.
A free cruise will be offered to the one millionth visitor to the firm’s cruise comparison channel in 2018. The promotion starts on January 1 with the winner notified when they visit the cruise channel.
Chief marketing officer Ross Matthews said: “With over 20 million visitors a year, icelolly.com is already well-known for package holidays.
“However, since launching this year, we’re now seeing strong visitor growth across our cruise comparison function, with searches and enquiries up 20% as compared to this time last year.
“It’s a very exciting time for the cruise market; we’ve found that the huge choice of destinations, varied dining options and fantastic entertainment choices all appeal to our users.
What’s more, savvy customers are quick to see the value in cruising as a cost-effective option for their getaways.
“With this in mind, now is the time for us to invest in raising awareness of our cruise offering in our 2018 TV advertising.”
Clia UK & Ireland senior vice president and director Andy Harmer, said: “We are delighted to see icelolly.com support the cruise industry through its TV campaign.
“The future is bright for the UK cruise industry and to see traditional package holiday companies, such as icelolly.com feature cruise in their advertising is testament to that.”