Carnival, Celebrity on point with agent promotions

New April promotions for travel agents by Celebrity Cruises and Carnival Cruise Line every single make successful strategic use of the promo to reinforce crucial brand messages at the respective lines.

Celebrity's "The Time is Now" promo is offering agents an Apple iWatch for selling four cruises in the month to the high-worth destinations of Europe and Alaska. The offer you takes benefit of Celebrity's 2010 partnership with Apple that makes it an authorized reseller of Apple goods on its ships, and also offers for the Celebrity iLounge laptop studying center.

Offering the $ 399 watch, which does not go on sale to the public until April 24, also dovetails nicely with Celebrity's Contemporary Luxury positioning, given the high-tech nature of the item.

In other words, this is no pocket watch. "We believed this was a wonderful extension of the brand and also some thing that our travel partners would really worth," said Dondra Ritzenthaler, senior vice president of sales, trade assistance &amp services at Celebrity.

Meanwhile, at Carnival, agents can earn a trip to Miami headquarters to meet with best executives at the brand, like a scheduled lunch with new Carnival President Christine Duffy.

The contest, dubbed "Jet to Joni" (it also consists of a meeting with Joni Rein, vice president of worldwide sales), underscores Carnival's push to be much more open and communicative with travel agents and to give agents more access to management.

Any agent can enter by submitting a memory of a favourite client interaction, a "Fun Ship" client moment. This, too, reinforces Carnival's marketing and advertising push as a line where lifetime memories are produced.

In addition to the trip to Miami, the winning agents will also get a nine- to 16-day Carnival Journeys cruise, which ought to provide them with some lifetime memories of their own.

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