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2020 Event Schedule

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Marketing Mavens and Mavericks Are Promoting Experiences Over Ships

Panelists:

Barbara Muckermann (Chief Marketing Officer, Silversea Cruises)

Chris Nurko (Chief Innovation Officer, Interbrand Group)

Location: Room 203/205

Date: Tuesday, April 21

Time: 2:00pm - 2:45pm

Sector: Exploring Ports & Destinations

Pass Type: VIP Pass, Conference Pass, Cruise Line Pass, Speaker Pass - Get your pass now!

Event Type: Conference Program

Vault Recording: TBD

The trend: Azamara pioneered destination immersive cruising back in 2009, when Larry Pimentel took the helm, focusing on a rather radical plan to offer itineraries with longer days in port and multiple overnights so travelers could enjoy more immersive experiences. Since then, numerous cruise lines have been inspired to market shore-side, and the story-telling has evolved to the point where some cruise lines are focusing so entirely on port experiences that often promotion of ships is left on a lower deck.

Case in point: Azamara, until this year was known as Azamara Club Cruises: Its new name is Azamara; cruise isn't even mentioned. We'll also take a look at Silversea's Couture Collection, which offers travel to unconventional, non-coastal destinations pre- or post-cruise. And finally, Royal Caribbean's innovative plan to transform its private Bahamian island from a nice beach day to a Disney-esque experience has put a new spin on destination-oriented cruising.

The panel discussion will focus on why cruise lines are drawing ever more attention to the destination experience, what are the risks, and how marketing supports the needs of their businesses.