Frontline agents are to be invited to special film screenings as MSC Cruises looks to get closer to the trade.

About 75 agents are expected to attend each of the seven sessions being staged across the country over three weeks from November 24.

Each event will consist of a short sales message presentation from commercial director Lee Strongitharm or UK & Ireland head of sales Janet Parton, followed by the showing of a recent cinema release with drinks and popcorn.

Parton said: “Getting closer to agents is a central pillar of our expansion plan and these cinema events are a brilliant way to remind the trade that we are here, we have a great product and we want to grow with them.

“We have refreshed our relationships with Thomas Cook and Tui at a head office level, so it is vital we engage with their staff on the frontline.

“We want this to be the start of a much closer working relationship – and get agents to appreciate how much fun you can have with MSC Cruises.”