| Tauck talks up Australian campaign

The premium operator of smallship
and river cruises is striving
to extend its reach in its top
international market.
LAST week’s appointment of Ita Buttrose as
Australian ambassador and the launch of a
local brochure were the first two steps in
Tauck’s renewed promotional activity in Australia.
Michelle Taylor, general manager – Sales &
Marketing, Travel the World, told CW today
that there is more to come.
“We’ve only really begun to make our mark,”
Taylor said.
“We’re excited to be taking steps to better
serve our Australian guests, and we’re
committed to supporting the Australian
market going forward.”
The company is completing a series of
events around Australia educating both agents
and consumers on Tauck’s “unique offerings”
in addition to a comprehensive marketing
campaign partnering with agents, Taylor said.
Tauck also plans to continue its educationals
program for the next six months, after hosting
a record number of Australian agents over the
past year.
“We currently have a group of agents in
Paris experiencing Tauck,” Taylor said.
“We also have a number of collateral items
to assist agents in selling Tauck to clients,
including a DVD incorporating Ita Buttrose.
“Agents will see over the next quarter a
number of initiatives to assist them in
recommending Tauck to their clients.”
Australia is already Tauck’s number-one
international source market, which is a
success that TTW intends to maintain.
“The number of Australians travelling on
Tauck continues to increase year-on-year, but
we still need to educate a larger segment of
the Australian market on the full breadth of
our offerings,” Taylor said.
In terms of cruising, Tauck offers
destination-focused small-ship and river
cruises in Europe, Egypt, China, Central
America and Antarctica, with the current
European river-cruise program “generating
incredible interest”, she said.
“One easily quantifiable difference is that
Tauck riverboats have a maximum capacity of
just 118 guests.
“Our ships also have four dedicated Tauck
service staff devoted solely to the care and
comfort of our guests, and that’s more staff
catering to fewer passengers than any other line.”
“Our river cruises are also all-inclusive so
virtually everything is paid for in advance.”
Taylor advised agents to book clients before
28 Dec to take advantage of the “Time on
Tauck” offer, exclusive to the Australian
market, which provides passengers with two
complimentary hotel nights pre- or post-cruise.