Cruise Lines International Association UK & Ireland, which brings together cruise lines, travel agents and travel partners to promote ocean and river holidays, has appointed Hills Balfour to co-ordinate its consumer public relations.

The pitch was a five way invitation only process.

CLIA is the world’s largest cruise industry trade association providing a unified voice and leading authority of the global cruise community with 15 offices around the world.

Hills Balfour, the market leaders in travel and lifestyle PR, has been brought on-board to help change perceptions of the cruise sector, modernising the media image of the industry.

It plans to bring cruise into the mainstream travel arena by broadening awareness of cruising to new audiences. 

Jonathan Sloan, managing director at Hills Balfour said: “We are thrilled to have been appointed by CLIA UK & Ireland to handle their media communications.

“Our main aims will include widening up the cruise story to more new to cruise travellers, in addition to losing some of the baggage historically associated with the holiday genre.”

The account will be led by Hills Balfour senior PR director Jo Hartley, and supported by senior PR account manager Leanne Gosford.

CLIA UK & Ireland director Andy Harmer commented: “There is great opportunity for us to cultivate the burgeoning new to cruise market.

“We have the attention of our loyal passengers but we need to look at ways of connecting with new audiences.

“Working with Hills Balfour’s influence and contact base, will help to make this happen.”

“Hills Balfour’s expertise of the travel and cruise industry, in addition to their clear cut passion for the work ahead, played a big part in our decision.

“They have the vision, creativity and clout amongst the press to lead cruise into a new era.”