About Us

2. About Us • Government of NL • ACOA • Marketing Partners • Members • Sponsors Cruise NL serves as the provincial lead in strategic cruise marketing initiatives.

3. Where in the World

4. Destination Awareness Source: Cruise Line International Association (CLIA) Research indicates that cruisers typically agree that cruise vacations are a good way to sample destinations that they may wish to visit again (85%). Cruisers most often return for land-based vacations (59%)

5. Source: Cruise Line International Association (CLIA) Since 1980, the average annualized growth of the North American Cruise Industry stands at 7.4%.

6. Source: Cruise Line International Association (CLIA) “While the Caribbean, Alaska and Europe remain the dominant markets, many CLIA member lines have announced plans to increase their presence in other parts of the world, including Asia, Canada/New England, the Indian Ocean and Africa, the Amazon and Brazil, the Middle East and the Arctic Regions, including Newfoundland and Greenland.”

7. Newfoundland & Labrador Cruise Ports

8. Newfoundland & Labrador 50 Operational Ports 400,000 km2 of Provincial Boundary 29,000 km of Coastline 81% Growth in Cruise Activity (2001-2010)

9. Newfoundland & Labrador 2011 Cruise generates $11 million in economic impact to NL annually 16% of NL port calls derive from Canada/New England itineraries. Transatlantic (30%), Arctic (25%), Adventure/Expedition including Circumnavigation (29%) accounted for 84% of the Cruise business to NL

10. Marketing Partners

12. Year inReview 2010 - 2011

13. Vision Newfoundland and Labrador will be a leading global cruise destination. Mission Cruise NL’s mission is to increase provincial cruise activity and its economic impact.

14. Mandate Cruise NL will lead strategic cruise initiatives in cooperation with government and industry partners through marketing, port development, and advocacy.

15. Goals • Cruise Newfoundland and Labrador has identified key items to be considered throughout the strategic planning process: • Budget • Strategic Alignment of Goals, Objectives and Deliverables with Funding Partners • Human Resources • Industry Trends • Research • Advocacy

16. Goal 1 To be a destination of choice for Adventure/Expedition, Transatlantic/North, Canada-New England and Homeporting cruises.

17. Accomplishments • Branding • Destination Awareness • Destination Planner • Cruise USP • Banners • Website • Event Attendance • Seatrade Miami 2010, 2011 • Seatrade Europe 2011 • Taste of Atlantic Canada 2010 • Canada New England Symposium 2010, 2011

18. Accomplishments Miami Sales Calls 2010, 2011 Shore Excursions and City Programs: Tourism Best Practices Mission, 2011 International Exploration Cruise Forum, 2011 Database of all Cruise Lines, Fleet, Itineraries, visits to NL since 1998

19. Accomplishments Cruise the Edge website launch Monthly newsletter Press Releases Social Media Strategy Facebook Twitter Flickr Slideshare Mail Chimp

20. New Banners

22. Goal 2 To attract, maintain and increase sustainable cruise activity that fits the scale, nature, and character of the destination.

23. Accomplishments • CINA Partnership Official, Miami 2011 • Strong relationship with other Atlantic Canadian and Quebec ports through ACCA • FAM Tours • NCL -Kingdom Arctic Polar Expedition • ResidenSea -CLIA • Adventure Canada - Royal Caribbean Cruise Line • Aquilia Tours • Saga • World Wide Quest

24. Goal 3 To increase cruise economic impact through strategic marketing and subsequent cruise tourism growth.

25. Accomplishments

26. Accomplishments 2012 Projections Port Calls 92 Ports of Call 51 Cruise Operators 16 Cruise Ships 20 TOTAL Pax & Crew 76,032 2012 Projections 15 ship calls booked in Corner Brook Several large ships booked for St. John’s

27. Accomplishments 2011 Inaugural Calls • Queen Elizabeth (Cunard) • Regatta (Oceania Cruises) • Seabourn Sojourn (Yachts of Seabourn) • 2012 Inaugural Calls • Norwegian Gem (Norwegian Cruise Line) • World Wide Quest • Kingdom Arctic Polar Expedition • Quest for Adventure (Saga) • Emerald Princess (Princess Cruise Line) • Brilliance of the Seas (RCCL)

28. Goal 4 To provide leadership and guidance for urban and rural cruise port development, infrastructure, and the delivery of quality service within provincial ports.

29. Accomplishments • Development and implementation of a new port program “Exceeding Expectations” • Development of Destination Planner • Homeporting Strategy • Port Readiness Workshop & Site Inspections: • 12 Ports

30. Accomplishments • Working with Nunatsiavut Government on North Coast development • Attended New England Best Practices Program • Statistics by port and region now available for 1998 - Present

31. Goal 5 To advocate on issues that impact cruise tourism throughout the province of NL.

32. CBSA Transport Canada Parks Canada ACOA ACTP Canadian Hydrographic Provincial DMOs ACCA North West Cruise Association Other industry Stakeholders Accomplishments Working with…

33. Goal 6 To strengthen and broaden participation in the association.

34. Accomplishments • Launch of “News from the Edge” monthly newsletter • New collateral materials sent to provincial ports, associations and cruise operators • National and International exposure from new brand launch • Increase in 2011 small port membership

35. Accomplishments • Addition of St. Anthony as a marketing partner • International Exploration Cruise Forum • Secured New Cruise Operators for 2012 • Kingdom Arctic Polar Expedition • World Wide Quest

36. International Exploration Cruise Forum2011

38. New Exploration Cruise Forum: Corporate Sponsors of CANAL • Marine Institute • Collingwood Spirits and Wines • Newfoundland Chocolate Company • Jumping Bean Coffee • Molson Coors • College of North Atlantic • IBRD • Cruise North America

39. Exploration Cruise Forum Highlights • The gathering of some 120 plus industry stakeholders who shared best practices to ensure the continued growth of the Cruise Industry in the province • Community Champions’ Engagement • Local, provincial, national and international exposure through print, television, radio and social media • Increased participation by the Public and Private Sector • Sharing of knowledge with students of the College of the North Atlantic – Hospitality Tourism Management Program • Familiarization Tour highlighting legendary St. John’s to several cruise line executives

40. Exploration Cruise Forum Highlights Cont. • Increased local economic benefits through hotel bed nights, vehicle rentals, meals, suppliers and showcasing local products including handcrafted art pieces, coffee, chocolate, etc • Major Partners of the Event including Corporate Sponsors forged relationships with Cruise Lines to commence new distribution and export of local products • Formal introduction of two new Cruise Lines to the Province for 2012: Worldwide Quest and Arctic Kingdom Polar Expeditions • Parks Canada to work with Adventure Canada and Cruise Newfoundland and Labrador on a Provincial Cruise Video 2012

41. Exploration Cruise Forum Highlights Cont. • Newfoundland Chocolate Company, Jumping Bean Coffee, Collingwood Spirits and Wines, Iceberg Vodka, Molson-Coors Canada and Marine Institute working with Cruise Line Executives to export and forge new relationships with the Cruise Industry • Increased event attendance • Ability to host top Executives in Newfoundland and Labrador • Public/Private Cooperation & Engagement of all Stakeholders

42. Items for Discussion: • DMO Participation • TCR • IBRD • ACOA

43. phone709 738-7530 www.CruiseTheEdge.com