LITTLETON, Colorado – July 9, 2008 – Today’s travel agents aren’t in the travel business anymore.  According to Avalon Waterways’ new marketing initiative, they’re in the “Oh my gosh, I can’t believe what I’m seeing” business.  And, it’s with this idea that Avalon Waterways provides cruisers a new view of vacation destinations and travel as a whole, that the company is changing the way it is advertising its cruises and young fleet of ships.

As part of Avalon Waterways’ new marketing program, today, the company is unveiling Web site enhancements to showcase the “Avalon Difference” as well as new print advertising that reinforces the company’s dedication to providing vacations that transform both the way we travel as well as travelers themselves  – mind, body and soul.

Web Site Enhancements
With a philosophy of “show, don’t tell,” Avalon Waterways is now providing agents and cruisers the opportunity to get an inside look at Avalon – quite literally – through a 360-degree, virtual tour of the company’s newest ship, the Avalon Scenery, at www.avalonwaterways.com/difference.

“When travelers cruise with us, they not only enjoy the destinations they visit, they fall in love with our modern ships, averaging just two years in age,” said Patrick Clark, managing director of Avalon Waterways.  “Now, thanks to virtual tours, we can show cruisers and agents the Avalon difference before they book their vacation, offering views of our ships – complete with floor-to-ceiling windows and almost every amenity imaginable – from bow to stern.”

Avalon Transformations Campaign
In addition to showcasing the magic of cruising through 360-degree views of Avalon’s ships, the company is revealing the reasons people travel in the first place, while providing an emotional connection to the river cruise experience, through new print advertising.
 
“When you travel with a company that understands the power of experiencing the world in a novel way, travel can truly transform you,” said Steve Born, vice president of marketing for the Globus family of brands.  “And, thanks to Avalon Waterways’ testimonials, we felt compelled to highlight how a good river or small ship cruise experience can take travelers to uncharted, emotional territory.  As a result, our new ad campaign is one of ‘inspired testimonials,’ allowing readers to feel like they’re witness to the enchanting and intimate experiences river cruising provides.“

“Cruising with Avalon is a very visual experience,” said Mandy Stevens, creative director at Juice, Avalon Waterways’ Denver-based agency of record.  “ As such, this creative print campaign dons engaging graphics of rivers uniting portraits of people and their experiences.  The first treatment – a trade advertisement – focuses on an inspired testimonial between client and agent.  Other details like handwritten headlines showcase the intimacy a traveler will experience when vacationing with Avalon Waterways.”

Avalon Waterways has unveiled one print advertising treatment and plans to reveal additional “stories” in a series of new trade and consumer ads through the end of the year.

In June, the company released information and pricing for its 2009 vacations to Europe, China, Egypt and the Galàpagos, as well as its plans to birth two new ships in the next 12 months.  Travelers booking Avalon Waterways cruises between now and August 31, 2008 can receive $300 off the air-inclusive price or $125 off the cruise-only price of any 2009 vacation.  Visit www.avalonwaterways.com for details.



ABOUT AVALON WATERWAYS
Chosen by Travel + Leisure magazine as a Top 10 Small Ship Cruise Line in 2007, Avalon Waterways is the world’s fastest-growing small ship cruise company.  Making waves in river and small ship cruising by offering travelers the newest, most luxurious ships in Europe, China, Egypt and the Galápagos, Avalon Waterways’ ships feature state-of-the-art design and technology and house the largest staterooms, boasting floor-to-ceiling windows and panoramic sliding glass doors.  Avalon Waterways is part of the Globus family of brands, an award-wining travel industry leader with 80 years of international travel expertise.

Travel agents can request Avalon Waterways brochures by calling toll free 1.800.221.0090 or visiting www.globusfamilypartner.com.