How to Pitch a Radio Station on a Group Cruise Promo

Walk into a radio station, tell them you own a travel agency and would like to partner with them on marketing a group cruise, and you’ll most likely be hustled out the door. 

“You’ve got to give the station something,” said Paul Parker, co-owner of a Cruise Planners franchise. “They’re not going to promote your travel agency to come cruise with XYZ radio station just to have something to do. These guys are in the business to make money.”

Parker and agency co-owner Ken Madden know of what they speak; they used to own six radio stations and other media outlets (Arkansas Agents Build Business as Media Magnates, Nov. 11, 2010).

Travel agents need to be able to answer the question, “How will the station benefit?” before they make their approach. While a financial benefit is the most obvious answer, it isn’t the only one.

“They’re looking to retain audience share, too, so they’re always looking for neat things to do,” Parker said. For instance, a group cruise hosted by a popular DJ will give the station a golden opportunity to build rapport and loyalty with its listeners.

The two agents/former radio bosses offered Travel Market Report readers a few tried-and-true tactics for demonstrating the value of partnering with a travel agency on a group cruise promotion.

Offer tour conductor credits. Tell the radio station that if they help sell the first eight cabins, they’ll earn a tour conductor spot on the cruise. If they help sell another eight cabins, they earn a second tour conductor spot. Parker said his agency generally sets a limit of four tour conductors per cruise. “That way a DJ can go with a spouse, and they can still give a cruise away in a contest. There’s no guarantee of how many you’re going to sell but at least you’re giving them that opportunity.”

Offer cash. If the station doesn’t want the free cruises, sell the cruises and write a check to the station for their value.

Pitch a fundraising cruise. According to Parker, FCC guidelines mandate that all radio stations must serve their community. Fundraisers fill that requirement. During your pitch, make sure to tell the radio station that the bonus commissions earned on group cruise bookings can be turned into cash, which the radio station can then publicly present to the charity. Not only does the radio station fulfill its duty to the community, it gets great publicity in the process.

Find sponsors for the giveaway cruise. Radio station executives may be more interested in securing a cruise vacation as a listener giveaway if they don’t have to shell out any money themselves. To make that happen, travel sellers can help the station find a sponsor to pay for the cabin, such as a local car dealership. It’s a win/win/win;  the travel seller sells a cruise, the radio station has a prize for its listeners, and the sponsor gets a lot of publicity.

Bottom line it. Everyone needs to get something out of partnering on a cruise promotion. “You’ve got to make sure it’s a win/win situation, that all parties are making money,” Parker said. “Even if you don’t make a whole lot of money from the onset, it’s going to pay off down the road if you treat these customers right.”

Consider print media. Newspapers have the same needs as radio stations to make money and engage their audience. The same strategies outlined above for partnering on a cruise promotion will work equally well with a newspaper.