Page 46 - Asian Cruise Traveller Duty & Tax Free Retail

Industry Insider:
Asian Cruise Traveller Duty & Tax Free Retail
4.1.1.1 ADVERTISEMENTS PRINTED ON TICKETS
Advertisements printed on tickets are the preferred method of raising awareness of cruise retail offers among Asian travellers not engaging with the channel due to unawareness.
Cruise line operators should look to advertise on-board shopping opportunities on the back of boarding passes and tickets and through banners on the top and bottom of tickets.
Store operators should use this to introduce offers such as ‘first day discounts’ e.g. 10% discounts on all purchases in the first 24 hours, drawing immediate attention to the offer and driving initial interest.
On-land store operators should look to advertise on the back of excursion tickets purchased in the port or surrounding area through forming partnerships with key local excursion operators and locations, therefore highlighting shopping opportunities specific to passengers in the relevant location.
Table 2: Advertisements Printed on Tickets: Proposed Actions
Proposed Actions
 Where possible, utilise ‘white space’ on tickets to hightlight leading categories & brands as well as any key promotional activity
 Differentiate from other Travel Retail channels through focusing communciations on exclusive offers, such as first day discounts or special discount days
 Port store operators to form relationships with leading local excursion operators to drive awareness via advertising on excursion tickets or passes
© Counter Intelligence Retail Ltd www.counterintelligenceretail.com 46