ENTERTAINMENT MARKETING

TRAVEL AND TOURISM CRUISE PROJECT

Mr. Sherpinsky’sSports/Entertainment

Marketing Class

Goals

• During the course of this project, you will begin to gain a better understanding of the cruise industry and its impact on the entertainment industry and economy of the United States and other countries.

Objectives:

• Your objective for this project is to design a cruise ship, cruise itinerary, shore excursions, and activities for a cruise line.

Cruise Industry Overview

• Cruising is a multi-billion dollar industry

• Continues to grow and gain popularity around the world.

• Cruising is good for local economies in ports-of-call all over the globe.

• Cruise lines provide jobs for tens-of-thousands of people.

Cruise Ships

• Cruise lines and cruise ships are very diverse.

• Mega-ships are becoming popular with cruise lines such as Royal Caribbean and Carnival because they appeal to a mass market.

• Smaller ships are becoming more popular with cruise lines such as Windstar because they appeal more to an older and wealthier clientele.

Cruise Itineraries

• Standard cruise itineraries last anywhere from 3 nights to 21 nights.

• The longer the cruise, the more expensive the cruise becomes.

• Cruising is popular with singles, families, newlyweds, retirees. – There is a cruise available for

almost any age group, price range, or interest.

Challenge

• Your task is to design a cruise for Council Rock Cruise Lines that will appeal to a family of 4

Challenge

• Father, age 40 – Market Research Analyst

• Mother, age 39 - Teacher

• Son, age 10• Daughter, age 14

Begin Your Research

• Research five (5) potential destinations to visit on your cruise– All Cruises start at one of these places:• Key West, Florida for the United States• Barcelona, Spain for Southern Europe• Southampton, England for Northern

Europe

Elements (Required)

DUE AT END OF CLASS TODAY! (In red)• Group Names with a Business Name for Travel Group• Determine the cruise length. (Must be one of either 7, 10, 12, 14 days)• Determine the type of ship (i.e., sail boat, mid-size ship, mega-ship…

Watch for restrictions in specific ports-of-call)• Determine the ports-of-call.• Select shore excursions that will be fun for the entire family. (Min. 2 per

port of call)• Determine which type of cabin you would recommend for this family (i.e.,

inside, outside, balcony, suite, etc.)• Create seven (7) attractions and activities that will be onboard the ship.• Create the cruise itinerary (how long will you be at each port-of-call)• Describe the dining choices available on the ship• Explain your pricing for the different cabin choices offered• Create a brochure that promotes your cruise ship, cruise itinerary, pricing,

activities, shore excursions, dining, etc.

Shore Excursions

Each Port-O-Call must have at least 2 researched and verifiable shore excursions:

1) You can NOT use the same type event more than once. (Snorkeling, windsailing, etc…)

2) Event must include the real costs3) Match the event to your target

audience4) Include a brief explanation of

event and what occurs5) Must include a photo of excursion

Elements (Required)

DUE AT END OF CLASS TODAY! (In red)• Group Names with a Business Name for Travel Group• Determine the cruise length. (Must be one of either 7, 10, 12, 14 days)• Determine the type of ship (i.e., sail boat, mid-size ship, mega-ship…

Watch for restrictions in specific ports-of-call)• Determine the ports-of-call.• Select shore excursions that will be fun for the entire family.

(Min. 2 per port of call)• Determine which type of cabin you would recommend for this family (i.e.,

inside, outside, balcony, suite, etc.)• Create seven (7) attractions and activities that will be onboard the ship.• Create the cruise itinerary (how long will you be at each port-of-call)• Describe the dining choices available on the ship• Explain your pricing for the different cabin choices offered• Create a brochure that promotes your cruise ship, cruise itinerary, pricing,

activities, shore excursions, dining, etc.

Two Parts to Assignment

• Part 1 - Create a brochure that promotes your cruise ship, cruise itinerary, pricing, activities, shore excursions, dining, etc. – (This is what you will actually turn

in. Be sure your brochure includes all of the information required for this project. Use pictures to help sell your cruise.)

Two Parts to Assignment

• Part 2 -Presentation: Each group will be responsible for presenting their cruise to the rest of the class.

• A full and entertaining PowerPoint presentation is expected.

• The presentation should cover all of the information from above and be 5 minutes in length.