The campaign – AmaPassion – launched today (Thursday) and has been designed to inform agents about the river cruise line’s selling points, such as its twin private balconies.
AmaPassion will be communicated to the trade through online and offline messaging, with the line producing agent-facing marketing collateral to support the campaign.
Another aspect of the campaign will see AmaWaterways run a series of promotions across its AmaWaterwaysAgents Facebook page and @AmaUKAgents Twitter account throughout August, allowing agents to win daily spot prizes such as AmaWaterways Special Concerto wine, coffee shop vouchers and iTunes vouchers.
Jamie Loizou, sales, marketing and digital director for AmaWaterways, told TTG that with the river cruise market becoming “increasingly crowded” over the past few years, the family-owned company wanted to take a different approach with its advertising.
Loizou said: “Most operator advertising is very similar in its approach and, as a result, it is now much harder for the trade to distinguish the unique selling points for each brand.
“The unique and innovative style of our campaign will enable us to cut through the crowd, stand out and communicate our key messages properly.
“We want to encourage agents to engage with us and truly understand the value of our product, our inclusions and why they should recommend us to their customers.”
Jon Knight and Joanne Smithies, business development managers at AmaWaterways, will be in charge of educating the trade on the new campaign and will continue to offer product training to agents that require additional support.
Loizou added: “Our focus on working solely with the travel trade led to July being a record month for both call volumes and bookings.
“We know differentiating our brand with the trade is key to our continued growth and this new campaign is a further aid to them in selling AmaWaterways. I am really excited to see how agents engage with it.”
