Jason Coleman, president and COO of Bon Tour Travel in Los Angeles, was chosen runner-up for the Best Single Sales Promotion Effort category.

Coleman’s sales promotion took place last September, when he hosted a cruise night onboard Norwegian Cruise Line’s (NCL) Norwegian Pearl. Coleman arranged for a one-night cruise to nowhere and invited a targeted group of 50 entertainment-industry publicists, with the goal being to create “fan” group cruises for their clients. Publicists were met by representatives from cruise lines, including Carnival, Crystal, Cunard, Holland America, NCL and Princess, and events included everything from a red-carpet dinner to a trade show promoting group cruising.

Coleman reported increased cruise bookings from the publicists’ clients, fans and from the publicists themselves.