Cruise Trade Group Launches Campaign to Personalize the Industry
Skift Take
It makes sense to try to elevate the voices of people who benefit from the cruise industry, especially if they aren’t directly employed by cruise lines. But this is still a public relations push and should be taken with the appropriate grain of salt.
The piano tuner from Barcelona speaks with the busy port in the background.
“Cruise pianos go out of tune a lot,” he says. “They bring me more work.”
The 44-second video starts and ends with the message “CLIA — #WeAreCruise,” an effort by the Cruise Lines International Association to put faces to an industry best known for images of giant ships — and occasional bad press.
“We’re really trying to tell the whole story of cruise, and we think that story is so well told by the larger cruise community,” said Kelly Craighead, the group’s new president and CEO. “So ‘We Are Cruise’ is really our attempt to capture the stories of people who know and benefit from cruising so that we can tell that whole story.”
While the cruise association has been working on the campaign for months and released a couple of initial vi
