Filling a cruise ship 365 days of the year isn't all plain sailing. And when you add a second ship to your fleet of one, it's an even greater strain on your marketing resource. We launched Fred. Olsen's 4 star cruise liner, Black Watch, onto the UK market with awareness building ads in the national press, with POS and trade promotions plus cost-effective cold mailings to qualified cruisegoers. An unprecedented storm of enquiries was generated. This was followed by several series of cruise specific ads designed to extend the public perception of FOCL to cruising worldwide, rather than just Norway and the Canaries. Plus year round tactical advertising support.