18
CRUICE NORTH 2014
Shorex 2014
13
PORTS
1000
STORIES
When Cruise Northern
Norway & Svalbard was
established in 2011, it was
in recognition of the fact
that there was a need for
the region to strengthen
our shorex program.
The primary feature of Northern Norway
and Svalbard is beautiful panoramas and
breathtaking scenery that you won’t find
anywhere else on earth. These areas,
which stretch all the way up to the ice
edge in the Arctic, are inhabited by a
civilization that offers rich cultures, vast
natural resources and an infrastructure
that opens for all forms of tourism. It is
nothing short of a paradise.
However, the feedback from the cruise
lines was that the destinations in the
north had an insufficient range in their
shorex program. “This was a challenge
we wanted to do something about,”
says Managing Director of CNNS, Erik
Joachimsen.
NEW SHOREX OFFERS
“We initiated the project Shorex 2014
with the purpose of creating new, market-
oriented cruise offers at all of our 13
member ports. Our objective is to reach
the more active guests as well as guests
who want to hear the good stories about
what life was like and still is like in this
northern part of the world.”
This initiative has generated major
enthusiasm in the region, contributing to
strengthened cooperation between the
cruise destinations. The totality of the
product North Norway and Svalbard has
become clearer, and it has also led to the
shorex offerings now being presented in
an identical manner.
THE STORY of the north
“The story of Northern Norway is
now presented in a clearer and more
consistent manner, and each destination
is now more aware of their unique selling
points, as well as the strengths of the
other destinations. The identity of each
destination has been strengthened
and our collaboration has also been
strengthened. We’re not competing, but
rather complementing each other in a
positive way. This is something that the
cruise lines and cruise passengers will
experience.”
From 2014 and onwards, the individual
port and CNNS will continuously launch
new shorex offers to agents and cruise
lines. The campaigns will target the
shorex coordinator at the cruise lines as
well as cruise agents and other providers
of cruises to Northern Norway and
Svalbard.
The map on pages 16 and 17 provides
an overview of all the ports that are
members of the CNNS network. The fact
boxes state the unique selling points for
each destination. This is the result of a
joint effort for the CNNS network.
