MSC Cruises is treating Thomas Cook and TUI travel agents to a night at the movies, complete with drinks and popcorn, as part of its campaign to get closer to the trade.
Starting next week, it will hold seven film events at locations across the UK over a three-week period.
It has invited around 75 agents to each event, where they will first see a short presentation from MSC sales chiefs and will then get to see a ‘latest cinema release’, such as Paddington Bear or Nativity 3.
"Getting closer to agents is a central pillar of our expansion plan and these cinema events are a brilliant way to remind the trade that we are here, we have a great product and we want to grow with them, said head of sales UK and ROI Janet Parton.
"We have refreshed our relationships with Thomas Cook and TUI at a head office level, so it is vital we engage with their staff on the frontline."
The initiative is part of the cruise line’s ‘Serving You’ scheme designed to raise awareness of its brand among UK and Ireland agents.
It plans to double its sales team for 2015 with 20 people on the road to support agents and will share booking and sales data with key partners to boost sales.
