Cruise Ship Advertising In Australia Hits $79 Million, As Infrastructure Flounders

Cruise Ship Advertising In Australia Hits $79 Million, As Infrastructure Flounders
SHARE
THIS



Australians are willing to take to the seas with more than half (55 per cent) considering going on a cruise.

Strong growth in advertising spend from cruise operators is driving consumer enthusiasm, but questions have been raised as to whether Sydney’s infrastructure can support demand. If tour operators pull Australian ports from their routes, the current trend in advertising growth could face a sudden change in course. 

Adrian Vasile, associate director, travel and tourism at Nielsen said: “Over the past four years, advertising spend from cruise operators has seen a 58 per cent increase. At the current pace of growth, advertising dollars could reach $79 million in 2017.”

 “Spend allocated to international cruises are the wind in its sails, with year-on-year increases of 12% and 18% in 2015 and 2016, respectively. International cruises accounted for almost three-quarters (74%) of advertising spend in 2016,” Vasile added. 

Nielsen data for 2016 reported two-thirds of advertising spend in the category was assigned to print (64 per cent), followed by TV (27 per cent).

“This trend is consistent over the past four years, with more than half of media spend going to print on average,” said Vasile. “If cruise ships no longer visit Australian shores, the resulting impact on advertising spend will hit local print media hardest.” 

Insights from Nielsen’s Ad Intel 2016 highlight that the top six advertisers accounted for 54 per cent of total spend in the cruising category. Over 200 cruising advertisers account for the remainder.

Vasile concluded: “The biggest spender was Royal Caribbean Cruises which had almost double the expenditure of its nearest competitor. However, this dynamic could shift dramatically with Royal Caribbean Cruises indicating it will limit services to Australia.”

Please login with linkedin to comment

barina

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]