to win NCL marketing pitch
and urge customers to contact the agency to book one of its cruises. Holroyd’s campaign was
boosted by the promise of 45 minutes’ air time for NCL on a BBC Radio Lancashire programme that has 350,000 listeners. The target audiences were
over-40s with teenage children, time-poor business owners with a sense of adventure and 60-plus holidaymakers looking for a multigenerational cruise. She says: “At Strawberry
Holidays, our core customers are empty-nesters. They are cash-rich
and time-poor, who fit perfectly with a Premium All Inclusive fare. “As a family proposition, NCL
far outweighs any other cruise line out there.” Holroyd will spend the
marketing budget she won on media promotions to build the Strawberry Holidays brand and to host events with new customers at gastropubs in Lancashire. Holroyd set up Strawberry
Holidays with her in-laws Fiona and Michael Holroyd just over 18 months ago. The team of three are all homeworkers and often hold consultations with clients in their sitting rooms. “After having a baby, there
are some anxieties about taking maternity leave when you have your own business,” she says. “Winning NCL’s Pitch Your Plan competition has given me an extra level of belief.”
‘Close call between shortlisted agents’
KAREN SEQUEIRA marketing director UK, Ireland and MEA, Norwegian Cruise Line
“It was a close call, as all of the entries were of an extremely high level, with impressive presentations on the day. However, one agency stood out. Kate delivered a well-thought-through plan that demonstrated creativity and practicality in meeting our objectives. She also went beyond the traditional agency outlook by providing an out-of-hours service with a personal touch. It was a close call between the shortlisted agents, which also included Ann Anglesea of Delmar World in Wrexham, Daniel Reed of Reed Travel in South Yorkshire and Jennifer Lynch of Arrange My Escape in Worcester. It was a tough decision, but Kate’s plan and presentation exceeded our expectations.”
‘Kate is a great advocate for cruising’
ANDY HARMER director, Clia UK
“We liked Kate’s passion and that she had gone into business with her mother-in-law. We liked her imagination and creativity. She had a clear vision and was determined to make it work. Kate’s campaign used every social media platform available. She’s a great advocate for cruising.”
13 September 2018
travelweekly.co.uk 15
PICTURE: DANNY LEHMAN
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92
