Cruise industry turns to News Corp in ‘giant’ marketing drive to dispel myths
The Australian cruise industry is to launch one of its largest marketing crusades in a bid to debunk myths about cruising, and has joined forces with Sydney publisher Big Splash Media to produce a 32-page glossy magazine with a print run of two million copies.
The publication, Discover, will be inserted into News Corp newspapers across the country on Sunday August 31 that will deliver an estimated readership of four million, according to the Australasia branch of the Cruise Lines International Association (CLIA), the industry body which is behind the campaign.
Distribution will coincide with Cruise Week, a week-long marketing drive by CLIA, when cruise lines will release a range of promotional offers to drive sales.
Big Splash Media managing director and publisher Peter Lynch, a former executive at Fairfax, said the magazine will be supported by content on News Corp’s digital platforms by way of an e-book and through its own website.
A bit incongruous considering the Daily Telegraph regularly accuses retirees of blowing their super payouts on cruises then “bludging”, “shirking” and “rorting” the pension. I gather the witch-hunt against DSP and Age pensioners will be dropped temporarily when this insert is carried.
“commonly-held negative perceptions of cruising, such as a lack of things to do onboard and its propensity to attract the elderly.”
Or the violent sexual abuse that seemed to be rife?
I’m not sure I’ve read that in the Tele Aussie_Austridge…but i’m sure it happened if you say so
Certainly trash talking his ex-colleagues….