Kelly Craighead - CLIA February-March 2020 Newsletter

FEBRUARY/MARCH 2020 NEWSLETTER
Filming Begins for the Industry’s Storytelling
Initiative “Taking the Helm”
On 16 February, filming began for a
storytelling initiative CLIA has launched
on behalf of the industry. The initiative,
entitled “Taking the Helm,” is designed
to share stories of the good work of the
cruise industry in responsible tourism
efforts and is focused largely on port
cities and key destinations, especially
in Europe. Our overall aim is to increase
cruising’s share of voice and influence—
demonstrating the industry’s commitment,
leadership, and overall positive impact
across five key areas of responsible
tourism (environmental sustainability,
destination stewardship, safety, workforce
development, and economic impact) in order to protect and
preserve the industry’s freedom to operate.
creation of a variety of content that will be distributed via
paid, earned, shared, and owned channels.
The key element of the initiative is the production of a series
of documentaries (primarily short form of approximately
five minutes running time) that provide an inside look at
the technologies and practices of the cruise industry
across five key areas of responsible tourism (environmental
sustainability, destination stewardship, safety, workforce
development, and economic impact). The videos are just one
element of the storytelling initiative, which will include the
As part of the first of 11 scheduled documentaries, awardwinning
filmmakers MacGillivray Freeman are capturing the
stories and insights from cruise line executive, captains,
engineers, and third-party experts, including shipbuilders,
ports, and destinations.
Look for the first documentary, “Unseen Stewardship,” to
debut at Seatrade Global in Miami this April.
European Shipping Week
As part of European Shipping Week held 17 to 21 February in
Brussels, CLIA participated in an array of events, including
keynote speakers from the world of shipping and the
European institutions. As a member of the Steering Group
comprised of Europe’s main shipping organisations, CLIA
was utilized the platform to help showcase the cruise
industry’s commitment to environmental sustainability, which
included hosting a seminar on green cruising. The event
attracted approximately 40 stakeholders from the European
institutions, cruise lines, shipping organisations and ports.
The seminar discussion was wide-ranging and touched on
how value creation, sustainable growth and responsible
tourism can all go hand in hand. Seminar panelists included
Timothèe Noel, Policy Officer at the European Commission
DG CLIMA; Rosella Carrara, Vice President External Relations
and Sustainability, Costa Group; Ukko Metsola, Vice President
Government
Relations, RCL;
Bud Darr, Executive
Vice President,
Maritime Policy and
Government Affairs, MSC Group and Henri van der Weide,
Policy Adviser, Port of Amsterdam.
Throughout the week, CLIA shared updates and content via
Twitter and LinkedIn, as well as European Shipping Week
channels. Media outreach included an interview with Tom
Boardley of CLIA with The Economist, which was published
on the media outlet’s World Ocean Initiative section. You can
find the article at this link: https://www.woi.economist.com/
cleaning-up-the-cruise-sector
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