paign. The travel-agent photo contest generated 3700 responses from a mailing of

15,000, where agents were asked to select their favorite photo for a chance to win

an Alaska cruise of their choice, and was among the individual winning elements

of the campaign. However, no one doubted that the most important element of this

campaign was creating awareness in the Alaska products that translated directly to

increased sales.

When all the tallies were in, the campaign delivered on its promise to sell as many

berths as possible on the Alaska sailings. In 1999, Cruise West bookings were 79

percent of capacity. At the end of the Alaska 2000 season, bookings had risen to a

“It captured the readers’ hearts and minds,” says Belyea. “I think they could truly

begin to visualize what this whole experience could be about and choose to buy it

because it would match who they are as people. Not everyone wants to go on this

cruise ship because it costs more and [they’re asking] ‘Hey, where’s the spa?’ For

those people, it’s not the right match. But for people looking for an experience that’s

a cut above, we did a good job helping them choose the right product.”