SEA TOURISM- PARTNERING & MARKETING WITH CRUISE LINES Jennifer Marmanillo Norwegian Cruise Line

Overview Norwegian’s Fleet Deployment Norwegian Cruise Line Fleet Norwegian’s Fleet Deployment Itinerary Selection (Home ports and transit ports) Partnering with cruise lines I am Manager, Itinerary Planning Have been with Norwegian for almost 10 years. My responsibilities include: Fleet itinerary design. Ship schedule maintenance. Port research and site inspections. Liaison to various departments within the company.

Norwegian Cruise Line Third largest North American cruise line. We are privately owned. Eleven ships and two more under construction. Ten of our ships are flagged in the Bahamas and one is flagged in US. Our fleet operates large ships ranging from GRT 75,000 to 150,000. Our smallest vessel carries approx, 2,000 guests and our largest vessel approx. 4,100 guests. Our main office is located in Miami, Florida and we have two international offices located in London, England and Wiesbaden, Germany. Our guests are mainly sourced from the US, UK and Continental Europe. Norwegian Cruise Line Norwegian Cruise Line is the 3rd largest North American cruise line. We are privately owned by Apollo Management and Star Cruises. Norwegian currently operates a fleet of 11 ships and two more under construction at the Meyer- Werft yard in Germany scheduled for delivery in early 2013 and 2014. Ten of our ships are flagged in the Bahamas and one is flagged in US. Our fleet operates large ships ranging from GRT 75,000 to 150,000 Our smallest vessel carries approx, 2,000 guests and our largest vessel approx. 4,100 guests. Our main office is located in Miami, Florida and we have two international offices located in London, England and Wiesbaden, Germany. Our guests are mainly sourced from the US, UK and Continental Europe.

Fleet Deployment Baltic Mediterranean Hawaii Alaska & West Coast Canada & NE Baltic Mediterranean Bermuda Bahamas & Caribbean Hawaii Fleet Deployment Norwegian currently operates year-around in the Caribbean, Bahamas, Europe and Hawaii. Seasonally we operate in Alaska, Bermuda, Canada & New England, and Panama Canal. We offer departures from Barcelona, Boston, Civitavecchia, Copenhagen, Honolulu, Los Angeles, Miami, Malaga, New Orleans, New York, Seattle, Tampa, Vancouver and Venice.

Itinerary Selection Combination of ports Demand for ports The experience Other contributing factors Financial sense Itinerary Selection The combination of ports on an itinerary must entice guests to want book. There also has to be a demand for the ports that are included. Each port on the itinerary should include a unique and different experience to that of the other ports on the itinerary. There are many factors that can influence the itineraries that we offer including: Distance between ports Fuel Consumption Environmental regulations Immigration laws Labor relations (unions, strikes) Political standing Safety of the ports and the region. Most importantly this is a business and everything must make financial sense.

Itinerary Selection Home Ports Location Source markets Air Lift Port Facilities to service our guests Shore side services Homeports are selected based on the following criteria: Proximity to the transit ports we would like to offer. Good and strong source market. Availability of air lift from to and from the United States and other parts of the world. Facilities to service our guests. Shore side services available to the ship including; bunkering, water, waster disposal.

Itinerary Selection Transit Ports Location Shoreside facilities Demand Guest Experience Shore Excursions Independents Transit port are selected based on the following criteria: Location to the other ports on the route. Available shore side facilities, including adequate landing for tour buses. Demand for the individual port. Positive guest experience: Guests must feel safe and secure when they come ashore. Must have a variety of activities available to them. Information desks that provide local information and maps are very helpful. If it’s a port we have visited before we review past guests feedback. Availability and variety of shore excursions. Shore Excursions programs must meet the following criteria: Insured and experienced tour operators. Well maintained transportation ie, tour buses, shuttles, water crafts. Sufficient transportation vehicles available. Would be beneficial for main attractions to be wheelchair accessible. Availability of activities for independent guests. (Guests not on tour)

Marketing & Partnering Focus Marketing our cruise brand Choosing a cruise product Cruise lines and potential cruise guests Partnering with cruise lines Our marketing team’s main focus is to market our cruise brand. Itineraries and the destinations we visit are things potential guests consider when choosing a cruise product. If you are a port or vendor that would like to do business with a cruise line there are two groups that need to be addressed; the Cruise Lines and the Potential Cruise Guests.

Marketing to Cruise Lines Marketing & Partnering Marketing to Cruise Lines Marketing incentives Internet Marketing Cruise Associations Communication The Cruise Lines, how can you attract them? The following is a list of suggestions: Marketing incentives. Providing lines with marketing dollars to market you port or region. Offer free trial calls to introduce your port to the cruise lines and their guests. Internet Marketing. Offer advertising on your website. Cruise Associations. When several ports in one region get together and create a cruise product. Communication with the cruise lines: Participate in trade shows. Visit our offices and tell us what new and why we should stop in your port.

Marketing to Consumers Marketing & Partnering Marketing to Consumers Marketing incentives Internet Marketing Cruise Associations Communication The consumer, how can you attract them? The following is a list of suggestions: Cruise lines will bring their ships where guests want to visit. Consumer marketing is very important as this is how guests familiarize themselves with ports. The internet. There are various sites on the web that promote travel. Being included in these is very helpful. Advertising. Advertising the uniqueness of your destination in popular magazines and travel publications is a great way to expose your port. Television. Television advertising during popular shows is also a great way to advertise. Social Media. Get people talking about your port.