A consumer campaign created for Not Just Travel consultants concentrating on cruise made its debut on Sunday.
The 17-minute Why Choose Cruise? documentary fronted by BBC presenter Zara Janjua was filmed on board Norwegian Cruise Line ship Prima during the home working firm’s first seminar at sea in September.
The release came as the company targets ‘new to cruise’ customers with a record booking day last Wednesday (January18).
Cruise sales now make up almost 20% of the business, rising from 12% in September.
A dedicated cruise website is also going live this month to coincide with the peak booking period.
Not Just Travel has also created films to attract potential franchisee members, as Janjua interviewed many of the company’s travel consultants who are seeing soaring profits.
While on board the ship, she led social media training for consultants, teaching them how to make engaging, informative yet professional-looking videos.
Not Just Travel now has 15 key cruise partners, with dedicated account management giving improved communication, focus and strategy planning.
Marketing director Grant Hawley said: “This film helps people who have never considered cruise to discover the reality of that experience.
“It makes it easy to imagine the more subtle moments and experiences, rather than what the industry typically does, which is to promote a cruise product. Zara and the production team achieved this very successfully.”
Paul Harrison, co-founder of Not Just Travel and its recruitment arm The Travel Franchise, said: “We’ve tapped into a whole new market. Recent rapid growth is the result of us simply increasing our focus on cruise.
“This is just the beginning as we see the results from our significant investment in cruise including our new cruise division and Why Choose Cruise? to appeal to the new to cruise audiences.”