Sailaway in Style: Creating a Buzz for Regent at CLIA 2025
The Brief
The Regent Seven Seas Cruises team enlisted the help of the PC Agency’s trade marketing team to find creative and exciting ways for Regent to push out their trade facing communication channels during the Southampton CLIA Conference in May 2025.
Regent’s aim was to build awareness of the brand, and continue communication with agents beyond the conference through their trade newsletters and facebook group, ensuring Regent remains front of mind for cruise focused agents.
The Event
As part of Regent Seven Seas Cruises ongoing partnership with Aston Martin Newcastle, the brand was offered an unmissable opportunity to showcase two Aston Martin cars at the CLIA conference.
The PC Agency’s trade team worked to curate two attention-grabbing ‘surprise & delight moments’ offering agents the chance to be chauffeured to the annual Sailaway Party in an Aston Martin, while allowing the Regent team to gather valuable contact data from agents at the event.
The first ‘surprise & delight’ moment provided stand-out for the brand, during the CLIA business conference sessions, where over 850 agents were gathered. During the annual birthday segment, Regent randomly selected one birthday agent to receive the golden ticket to be chauffeured in style to the Sailaway party.
The second moment, during the trade networking fair, allowed Regent to collect valuable agent data and generate sign-ups to their trade facing channels. To drive footfall to their stand, our team arranged for the Aston Martin to be positioned front and centre. Agents visiting the stand were then invited to register for the Regent trade newsletter and facebook page to be in with a chance to win a ride in the Aston Martin to the Sailaway Party.
On arrival at the O2 Guildhall for the party, the two Aston Martin’s were positioned outside the venue for photo opportunities generating further social coverage and awareness for RSSC.
The Results
Our team received overwhelmingly positive feedback following the event: “CLIA support team – thank you for everything you helped to organize for the CLIA event, it went swimmingly. We had great engagement, the car certainly drew attention and helped us have valuable conversations”
The Regent team reported strong engagement from trade attendees, with the Aston Martin activations acting as a key driver of interest around the brand and footfall to the stand. The creative approach not only elevated Regent’s presence but also led to an increase in sign ups to Regent’s trade facing communication channels, ultimately increasing awareness and consideration of Regent within the trade community.
The CLIA Conference welcomed over 850 travel trade delegates, offering a prime opportunity for Regent Seven Seas Cruises to connect with a large, engaged audience of cruise-focused agents.
In total, the incentive on the stand for agents to win a trip in the Aston Martin encouraged over 50 trade newsletter sign ups and membership requests to join the Regent Trade Facebook page.
The second prize draw during the trade networking fair proved particularly valuable, enabling Regent to capture agent contact data. These contacts will now be included in future newsletters and communications, helping to keep Regent front of mind among the agent community.
Ready to elevate your trade events and captivate audiences, drive engagement, and keep your brand front of mind? Get in touch with our specialist Trade Marketing team at trade@pc.agency.
