Avalon Launches New Video

New sales tool stresses the emotional experience of river cruising By: Marilyn Green
Avalon’s new video is featured on its website // © 2011 Avalon Waterways
Avalon’s new video is featured on its website // © 2011 Avalon Waterways

The Details

Avalon Waterways
www.avalonwaterways.com

Aimed at big-ship cruisers, Avalon Waterways’ new video tells prospective passengers what it feels like to be a passenger, rather than just what it looks like.

“Up until now, operators and agents have mostly stressed description in introducing river cruising,” Steve Born, vice president of marketing, said. “To help consumers make the transition to river cruising, we need to be more emotional about why they should take a river cruise.” 

Born cited intimacy, both with other guests and with the culture of the destination, and the romance of sharing the leisure experience with a travel partner. He also stressed the style of the video, which Avalon designed to represent the elegance and luxury of the river cruise experience. 

“Otherwise, they will think they have to compromise what they are accustomed to having, that they will experience a drop in quality when they sail on the rivers,” he added.

Although the video stresses the emotional impact of river cruising, all the physical elements are there: all outside staterooms, 90 percent with floor-to-ceiling windows, balconies, open-air bistros and the proximity to cities, towns and countryside along the way and when docked. 

“On average, our river cruise ships are a mere 30 feet from shore where ancient castles, small villages, vineyards and towering mountains float by,” said Patrick Clark, managing director.

Clark also emphasized a great benefit of river cruising: passengers are delivered right to the heart of the town squares and city centers on their itinerary. 

The value component also comes through. 

“With Avalon, on-shore excursions complete with transportation, VIP access and local guides are included,” Clark stated. “Premium dining options, plus wine and beer with dinner and sparkling wine at breakfast, are included. Wi-Fi, destination guidebooks, port lectures and onboard entertainment are also included in the price.”

For even more value, Avalon is offering travelers up to $1,300 off (per couple) on select cruises at http://www.avalonwaterways.com/River-Cruise-Deals/ 

Born said 80 percent of Avalon’s guests come from big ship cruising. “They already have chosen cruising,” he added. “They are just interested in alternative ways to do it.”

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