A-Rosa River Cruises has launched an innovative initiative to celebrate the unveiling of its first UK brochure. The ‘Strike a Pose’ competition encourages participation through social media.
- Agents are invited to creatively engage with the new 2023/2024 European River Collection brochure, with a chance to win a £200 voucher.
- The initiative seeks to empower agents by providing a platform to explore A-Rosa’s unique cruising offerings and sustainable approaches.
- Stephen Joyner, head of trade sales, expresses pride in the new brochure and encourages creative participation from agents.
- This campaign not only marks a milestone for A-Rosa but also aims to reach a broader market beyond traditional river cruise customers.
A-Rosa River Cruises is championing a novel way to engage travel agents in the UK with the release of its first dedicated brochure for the market. This new initiative, known as the ‘Strike a Pose’ competition, is crafted to inspire creativity and leverage social media for broader engagement. The competition runs through 6 March, during which participants—agents—are encouraged to take selfies with the 2023/2024 European River Collection brochure and share them on Facebook, tagging the necessary handle. In return, the winner will receive a £200 voucher of their choice, fostering excitement and wider participation.
A pivotal figure in this launch, Stephen Joyner, head of trade sales at A-Rosa, has openly shared his enthusiasm about the brochure. He stated, “We are so proud of our new brochure and want to show it off to as many agents as possible.” By inviting agents to ‘snap it, share it’, Joyner emphasizes the importance of creative engagement in this campaign. The ability to use an online version signifies flexibility and convenience for agents participating in the initiative, underscoring A-Rosa’s commitment to adaptability and innovation.
The new brochure itself is an extensive 72-page document that seeks to redefine river cruising by showcasing A-Rosa’s distinctive offerings. It illustrates the brand’s flexible cruising approach and highlights their premium all-inclusive packages and commitment to sustainability. Lucia Rowe, managing director for A-Rosa UK & Ireland, remarked on the significance of the brochure’s release, describing it as a ‘milestone moment’ for the company. Her comments suggest a strategic aim to empower agents, thereby broadening the appeal of river cruising to a wider audience.
The conception of this brochure is particularly timely, aligning with A-Rosa’s upgraded product offerings in 2023. There is an evident strategic intent to reach more than just the conventional river cruise demographic, as noted by Rowe. Her insights reflect a broader vision for the company, which places an emphasis on innovative marketing techniques to widen their market reach and attract diverse clientele beyond traditional channels.
A-Rosa’s strategic initiatives highlight an innovative approach to engaging with UK agents and expanding river cruising’s market appeal.
