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Chair Report 2011

Chair Report 2011






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Chair Report 2011 Chair Report 2011 Presentation Transcript

  • Annual General Meeting Chair’s Report
  • Marketing Partners
  • Vision
    • Newfoundland and Labrador will be a leading global cruise destination.
    Cruise NL mission is to increase provincial cruise activity and its economic impact. Mission
  • Mandate
    • Cruise NL will lead strategic cruise initiatives in cooperation with government and industry partners through marketing, port development, and advocacy.
  • Where in the World
    • “ 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.”
    Source: Cruise Line International Association (CLIA)
  • 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
  • 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
  • Goal 1
    • To be a destination of choice for Adventure/Expedition, Transatlantic/North, Canada-New England and Homeporting cruises.
  • 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
  • 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
  • Accomplishments
    • Cruise the Edge website launch
    • Monthly newsletter
    • Press Releases
    • Social Media Strategy
      • Facebook
      • Twitter
      • Flickr
      • Slideshare
      • Mail Chimp
  • New Banners
  • Goal 2
    • To attract, maintain and increase sustainable cruise activity that fits the scale, nature, and character of the destination.
  • Accomplishments
    • CINA Partnership Official, Miami 2011
    • Strong relationship with other Atlantic Canadian and Quebec ports through ACCA
    • FAM Tours
      • NCL -Arctic Kingdom Polar Expedition
      • ResidenSea -CLIA
      • Adventure Canada - Royal Caribbean Cruise Line
      • Aquilia Tours
      • Saga
      • World Wide Quest
  • Goal 3
    • To increase cruise economic impact through strategic marketing and subsequent cruise tourism growth.
  • Accomplishments
  • Accomplishments
    • 2012 Projections
    • Port Calls 95
    • Ports of Call 51
    • Cruise Operators 16
    • Cruise Ships 27
    • TOTAL Pax & Crew 76,032
    • 2012 Projections
    • 15 ship calls booked in Corner Brook
    • Several large ships booked for St. John’s
  • 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
    • Arctic Kingdom Polar Expedition
    • Quest for Adventure (Saga)
    • Emerald Princess (Princess Cruise Line)
    • Brilliance of the Seas (RCCL)
  • Goal 4
    • To provide leadership and guidance for urban and rural cruise port development, infrastructure, and the delivery of quality service within provincial ports.
  • Accomplishments
    • Development and implementation of a new port program “Exceeding Expectations”
    • Development of Destination Planner
    • Homeporting Strategy
    • Port Readiness Workshop
  • 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
  • Goal 5
    • To advocate on issues that impact cruise tourism throughout the province of NL.
  • Accomplishments
    • CBSA
    • Transport Canada
    • Parks Canada
    • ACOA
    • ACTP
    • Canadian Hydrographic
    • Provincial DMOs
    • ACCA
    • North West Cruise Association
    • Other industry Stakeholders
    Working with…
  • Goal 6
    • To strengthen and broaden participation in the association.
  • 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
  • Accomplishments
    • Addition of St. Anthony as a marketing partner
    • International Exploration Cruise Forum
    • Secured New Cruise Operators for 2012
      • Arctic Kingdom Polar Expedition
      • World Wide Quest
  • International Exploration Cruise Forum 2011
  • New Exploration Cruise Forum: Corporate Sponsors
    • Marine Institute
    • Collingwood Spirits and Wines
    • Newfoundland Chocolate Company
    • Jumping Bean Coffee
    • Molson Coors
    • College of North Atlantic
    • IBRD
    • Cruise North America
  • 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
  • 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
  • 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
  • Advocacy
    • Federal Government
      • Canadian Border Services Agency
      • Canadian Hydrographic Services
      • Emission Control Area
    • Government of Newfoundland and Labrador
      • Ministerial level Meetings
  • Ways to become Involved
    • Become a member!
    • Provide Cruise NL with information on the opportunities that you can offer cruise lines
    • Attend Cruise NL events
  • phone 709 738-7530 www . Cruise The Edge . com