Disney Cruise Line is being promoted in the UK for the first time to increase sales from the UK ahead of the launch of big ship Disney Dream.
The vessel, which launches in January 2011, is more than 50% bigger than the cruiseline’s two existing ships, Disney Wonder and Disney Magic, and holds up to 4,000 passengers. Disney Wonder and Disney Magic each hold up to 2,400 when all berths are full.
Disney Dream will be followed by a sister ship, Disney Fantasy, launching in 2012.
US-based public relations director Jason Lasecki admitted the cruiseline has never focused on the UK because it could fill its two ships with US passengers, but the additional capacity means it has to find new markets.
Speaking in New York last week, at a special event unveiling details of Disney Dream, he said: “We are only just going aggressively for the UK market, so we have a big awareness job to do. Our strongest advocate is word of mouth, so it will take time to get the message through.”
Disney has just appointed three specialist UK cruise agents as official partners – Reader Offers, Virgin Holidays Cruises and Iglu – and will be working proactively with them to promote the cruiseline in the UK.
Although Disney Magic will be sailing from Dover next June and July, on four 12-night cruises to the Baltic, Lasecki said the UK office is focusing on selling the ship’s 10 and 11-night cruises in May, August and September from Barcelona to the British.
He said: “We have a strong repeat base and expect the Baltic cruises to be snapped up by Americans who have cruised with us and want to see somewhere new. The slightly shorter Mediterranean cruises will be more appealing to people trying us for the first time.”
Lasecki said the cruiseline has been working with ground operators in both the Baltic and Mediterranean to create shore excursions that will be fun for children.
For instance, staff from the kids’ clubs will accompany at least one excursion in every port in the Mediterranean so they can take the children off for an hour to give the youngsters a break from sightseeing and parents a bit of free time.
In St Petersburg, there will be a prince and princesses ball at the Catherine Palace. If there is a long bus ride on a tour, they will factor in ice-cream stops.
Lasecki said: “Rather than letting the ground operators tell us what’s available, we work with them to shape the shore experience. Both the Mediterranean and Baltic have sights that can be boring for children, so it is up to us to keep them entertained.”
Disney Dream
Disney Cruise Line’s new ship, Disney Dream, will have a teen zone, Vibe, at the front of the ship for 14-17 year-olds that is accessible only by swipe card and has an indoor club with LCD screens, computer games and a dance area, and a private deck area outside.
The children’s areas have also been enhanced, with new areas including Andy’s Room, Pixie Hollow and a Monster Academy.
The new ship will also have ‘virtual portholes’ in the 150 inside cabins, giving passengers a sea view, and the first water coaster at sea, AquaDuck, which will be more than twice the length of a football pitch.
There are also two new dining rooms – Royal Palace, themed on castles and Disney princesses, and Enchanted Garden, which is a casual self-service by day and waiter service restaurant in the evening – and two private boxes in the theatre.