Celebrating the introduction of newest member of Dream Cruises fleet

Event

Over 350 international travel agents, media and partners on March 9-11 enjoyed a fun-filled weekend on the inaugural Genting Cruise Lines Travel Partners Tribute on World Dream, the newest member of the Dream Cruises fleet. The two-night cruise event started with a barbecue party at the ZOUK Beach Club, where guests enjoyed a fun-filled evening of alfresco dining, a swimwear fashion show and a foam party. On the next day, guests enjoyed an interactive treasure hunt game at sea, through which they visited various venues with different event settings. An awards presentation was held in the afternoon, followed by the Aqua Marine Gala, a thematic banquet in the Dream Dining Room. An aquatic fashion show, a spectacular glow-in-the-dark performance by synchronised swimmers and Mermaid Kat – the world’s first professional mermaid – and laser and pyrotechnics shows were held during the evening.

Objectives

The event was designed to honour outstanding partners who contributed to the growth of the group; to showcase the ship’s on-board MICE amenities, and to inspire ideas for special events at sea with a thematic dinner gala and performances.

Challenges and measures

It was quite a challenge to showcase all the onboard MICE amenities to this large group, especially on a mega ship like World Dream. The pre-event phase also coincided with the Lunar New Year holidays in Hong Kong, which resulted in a constrained timeline for the organisers. There were also last-minute logistic issues with the external vendor, which had a knock-on effect and put progress on hold. However, different departments in the group tackled the crisis together and pulled resources from different teams to meet challenges whenever they arose.

Results

“One common feedback we have received from our guests is that they were pleasantly surprised by our event – we have exceeded their expectations,” says Patricia Ng, assistant vice-president, strategy and planning of Genting Cruise Lines. “The event was a refreshing presentation of MICE amenities in B2C fashion that resonated with a global audience, which was extremely well received by our guests from international markets.”

“As attendance is an important indicator [of success], we are greatly encouraged by the turnout of over 300 persons. Customer feedback is another crucial indicator that we rely on, and we have received positive comments from attendees, who shared their experience with friends and family through word of mouth – the most organic and powerful promotion for any marketing campaign.”