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CLIA unveils 'Generation Innovation' Wave campaign

The Cruise Lines International Association's new campaign will promote innovation across the industry.

Cruise Lines International Association (CLIA) UK & Ireland, the cruise trade association, has revealed its new Wave 2021 campaign - 'Generation Innovation'. 

The campaign will use the hashtag #GenerationInnovation across its social media channels to promote the campaign and hopes to promote the range of innovative initiatives and activities being rolled out across the industry and by individual cruise lines. 

CLIA's regular 'Cruise Podcast' will host guests from across the industry with innovative insight, as well as 'Wave Half-Wower Webinars' taking place every Thursday in January at 9:30am. The webinars will feature four cruise line partners each week, highlighting their latest offers and innovations to make the most of Wave. The first episode, on January 8, will host Celebrity Cruises, MSC Cruises, Princess Cruises and Riviera Travel. 

The association's ongoing stakeholder outreach programme, made up of MPs and influential travel groups, will also highlight the progress of the campaign.

Themes to be highlighted across Wave will include: health & safety, diversity & inclusion, sustainability, on board enhancements, apps & wearable tech, and port terminals. 

CLIA director UK & Ireland, Andy Harmer, said:  “From the health and safety measures set to be implemented, to the significant sustainability progress being made, to developments in technology on and off ships, the cruise sector has much to be proud of. These innovations have never been more important, as Wave gets under way and we further set our sights on the industry’s phased recovery. We’ll be highlighting all the incredible work being carried out, both on an industry-wide level and by individual cruise lines. Our trade partners have backed cruise through all the recent challenges, and we hope we can count on their support and engagement again during this critical period.”

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