Tag Archives: Gold Medal

Ranking cruise lines’ Rio efforts

Posted on by
Reply

Norwegian Getaway in Rio
Three cruise companies made the Rio Olympic Games part of their 2016 strategy, so in the spirit of the competition, it seems only fitting to award them medals for their efforts.

Bronze

Royal Caribbean International is using the Rio games to revive its “Come Seek” TV advertising, which debuted last fall. The choice associates Royal with the international flavor of the Olympics, plus links it with popular athletes such as Michael Phelps and Simone Biles.

Advertisers like Royal spent $1.2 billion on the Olympics, but so far television ratings are down 15.5% from the 2012 games in London, averaging 27.9 million viewers through the first nine nights.

Still, I thought one video was particularly effective. Titled “We Play Games Too,” it shows an aquatic performer on one of Royal’s Oasis-class ships doing a handstand on a diving platform before plunging into what seems like a pool the size of a postage stamp. The ad effectively showcases something that none of Royal’s competitors can duplicate.

Silver

Silversea Cruises, aptly enough, wins the silver for chartering the Silver Cloud as a floating hotel for the U.S. men’s and women’s basketball teams. The charter earned Silversea a boatload of free publicity, including a front-page article in the New York Times.

Sports channels and outlets also picked up on an extended monologue by USA team coach Mike Krzyzewski about staying on the ship, although Chicago Bulls star Jimmy Butler could have shown a little more enthusiasm.

“I just do what I’m told,” Butler said. “I’m told to sleep on a boat, so I sleep on a boat.”

Gold

While Silversea hosted athletes, Norwegian Cruise Line chartered its Norwegian Getaway for use by sports bureaucrats, including members of the International Olympic Federation, the National Organizing Committees, the Rio Host Committee as well as corporate sponsors.

While not as productive on the publicity front, it gave high-ranking influencers from dozens of countries exposure to a cruise ship, and Norwegian in particular, that they might not otherwise have.

Norwegian gained another backhanded benefit. By chartering the Getaway, it removed the 4,000-passenger ship for 40 days from the Miami/Caribbean market, which “helped alleviate some of the pricing pressure” caused by having two big ships in the Miami market during the summer, Norwegian Cruise Line Holdings CEO Frank del Rio said.

Norwegian couldn’t have anticipated that effect when it started charter plans for the Rio games nine years ago, but good luck often plays a role in Olympic wins, as it did for Norwegian here.

Cook boss Green reveals strategy for the future

Posted on by
Reply

Cook boss Green reveals strategy for the future

By Phil Davies

Thomas Cook today unveiled long-awaited plans for a turn-around in the business involving the sale of non-core assets to raise up to £150 million.

No businesses were identified but ski arm Neilson and Preston-based luxury operator Gold Medal are thought to be among the divisions considered for disposal.

The group said the non-core disposal programme is underway with the opportunity to realise gross proceeds of £100 million to £150 million.

In a brief trading update ahead of half year results being published in May, the group described the UK turnaround as being on track.

Cook said its new profitable growth strategy was focused on “simplification, web innovation, flexible new products and services, enabled by rigorous execution and an integrated IT platform”.

Group chief executive Harriet Green said: “Our business transformation plans are ahead of schedule and already delivering substantially improved performance, which resulted in our recent return to the FTSE 250.

“We have exceeded our initial commitments and today announced a further £50 million of cost out actions, bringing the total profit improvement actions identified already to £350 million, £290 million of which is still to come.

“Stabilising the business has been our priority through addressing our cost and cash challenges, and strengthening the leadership team to create a more effective, aligned organisation focused on rigorous execution.”

She added: “We are excited to now reveal our new strategy based on four cornerstone principles; delighting customers with trusted, personalised holiday experiences through a high-tech, high-touch approach.

“Based on comprehensive consumer research we aspire to occupy a unique position in the market through our new strategy, deliver industry leading margins and customer loyalty, whilst maintaining consistent quality that can be trusted.

“We will expand our already successful hotel concepts; and build a new portfolio of flexible, trusted products and services; creating a single gateway for customers to access personalised recommendations, specifically tailored to meet their needs.

“The operational credibility of this strategy rests on the success of our self-help measures to date, our trusted brand and the clear targets and KPI’s against which we are ready to be judged.

“We have real options now, with the prospect of delivering improved revenues, strengthened gross margin, better cash flow and disposal opportunities, to build a strong and exciting future for the Thomas Cook Group, worthy of our customers and our heritage.”

Cook said the new strategy, which includes raising web penetration to half of all sales, has been based upon extensive research and analysis including a comprehensive, in-depth survey measuring the attitudes and changing needs of almost 18,000 travellers, validated against the experiences of many of its own customers.

The group added: “Building on its trusted brand and 171 year heritage Thomas Cook will deliver personalised holiday experiences through a high-tech, high-touch approach.”

This comes a week after the company under UK boss Peter Fankhauser announced 2,500 job losses and the closure of 195 travel agency branches.

Today the group said the “thorough” UK restructuring was underway to re-shape the organisation to meet customer needs with a target to deliver UK EBIT margin in excess of 5% by 2015.

A transformed approach to hotel purchasing to utilise group scale is already delivering “tangible benefits”.

Cook described its business transformation as gaining momentum with a further £50 million of “cost-out actions” identified bringing the total profit improvement actions so far to £350 million with more to come.

The Northern and Central Europe divisions continue to build on their industry leading positions while Cook is creating a group-wide airline business to improve costs, quality, reliability and customer experience to build a stronger business.