Cruise Baltic Project

Press Release
March 2005

A string of Baltic pearls - New Baltic Cruise Partnership

The Baltic cruise industry has grown at a phenomenal rate - over 50 percent since 2000. This presents the harbors in the region with a significant challenge. Such growth demands both increased capacity and improved infrastructure for the harbors to serve new and larger ships.

To face this challenge more effectively, 16 destinations and 28 partners in 10 countries around the Baltic Sea have joined together to form the Cruise Baltic Project with the aim of jointly improving the destinations' facilities and coordinating the international marketing of the Baltic cruise product.

The countries surrounding the Baltic are bound together by a common history, as well as a common sea. Fundamental to the Cruise Baltic Project is the cooperation of its members in destination development and in the marketing of the burgeoning Baltic cruise product.

It is no secret that cruise lines see tremendous potential in Baltic cruises. That's why they are so keen to sail in the region. It is also clear that the Baltic region, with new harbors and a sea of possibilities, is poised for further development. Yet, the international profile of the Baltic cruise ship experience is relatively low, making the need for an international marketing strategy that much greater.

Shared destination development

A great deal has happened since the Cruise Baltic Project began in September 2004. To ensure a consistently positive experience for visitors to all 16 destinations, a number of minimum service standards have been determined. They include standards for cruise port facilities and signage, as well as services and information platforms.

"A cruise is not a single-destination product. So, in deciding on the shared minimum standard requirements we placed great emphasis on raising the standard for individual destinations, which in turn will raise the standard for the entire Baltic cruise product. It is as important to the cruise lines as it is to their passengers that they should have a good experience, but if just one harbor falls below these standards we all lose. That is a risk we won't take," says Elisabeth Milton Hemmingsen, Project Director of the Baltic Cruise Project.

Thus a key element of the Cruise Baltic Project’s working process is to maintain a constant dialog among all of its cruise industry partners. In this way, service standards can be continuously revised, improved and expanded based on input from the cruise lines, travel agents and tour operators.

The brand is a quality stamp

The Cruise Baltic Project’s branding platform is also an expression of the cooperation among the project partners. It is a mark of quality that illustrates the participating destinations as pearls on a string, combining to offer a broad range of experiences for visitors: outstanding natural beauty, breathtaking impressions of history, and modern city sophistication with excellent shopping, dining and nightlife.

In the Baltic region one can, for example, experience spectacular natural phenomena like the Northern Lights, while enjoying a delightfully mild summer climate. That's why the Cruise Baltic Project selected "Natural Experience" as one of its branding themes. Another theme is "Kings and Tsars". With a rich, royal history spanning centuries, all the Baltic destinations boast magnificent palaces and castles housing remarkable treasures of the past and present - These historic sites are a consistent favorite among cruise passengers. (The Cruise Baltic Project’s branding film showcases these themes within the exciting range of the Baltic cruise destination attractions.)

Strong logo

The Cruise Baltic Project logo is the simplest - and most meaningful - expression of the branding platform. It illustrates both how the ten participating countries around the Baltic Sea combine to become one region packed with unique opportunities and how they constitute a shared experience and a combined cruise product.

"We are very proud of the new Baltic branding platform. It is a strong product expressed by strong branding and a strong logo. The logo illustrates precisely what the Baltic cruise ship product is: a unified experience and a unique impression, in which both the joined and the single pearls are invaluable," says Ole Andersen, Vice President of Sales and Marketing at Wonderful Copenhagen, lead partner in the project.

www.cruisebaltic.com

The Cruise Baltic Project's website serves the international cruise industry and prospective cruise passengers. Through the website, travel professionals can put together their own sales tools and download photos and fact sheets from the Baltic destinations; they can also download the branding film. Potential passengers can find information about points of interest, shopping possibilities and cultural and historic attractions. The website’s press room, which will be updated frequently, features five new press features under the headings 'Baltic Specialities' and 'Cities of Culture' in connection with the launch of Seatrade. There is also an archive with high-resolution photographs from the Cruise Baltic Project destinations.

The participants

Cruise Baltic Project began in September 2004 and in just under six months it has grown to include 16 participating destinations and 28 partners in 10 countries. The Baltic Cruise Project’s overall aim is a 20% increase in cruise ship passengers coming to the region, as well as a 4% increase in the Baltic region's market share of cruise ships globally. The project will run for three years with a total budget of 1.4m Euro, of which half comes from the EU program, Interreg IIIB. Included in the total budget are funds from the partners and sponsors, SAS Group and Rezidor SAS, which are, respectively, official airline and hotel partners.

For further information:

Vice President Sales and Marketing, Wonderful Copenhagen
Ole Andersen, tel.: +45 3325 7420, cell: + 45 2338 3051, email: oan@woco.dk

Project Coordinator, Baltic Cruise Project
Mette Holdt, tel.: + 45 3325 7413, email: mho@woco.dk

The 16 participating destinations and 28 partners are:

Copenhagen(Wonderful Copenhagen and Copenhagen Malmö Port)
Stockholm (Stockholm Visitors Board AB, Ports of Stockholm and Board of Regional Planning & Urban Transportation, Stockholm County Council)
Kalmar(Destination Kalmar AB and Port of Kalmar)
Gdynia (Gdynia City Hall and Port of Gdynia)
Helsinki(Tourist and Convention Bureau, Port of Helsinki and City Planning Department)
Turku (Turku City Tourist Office and Port of Turku)
Rostock (Rostock Port Authority)
Klaipeda (Klaipeda City Municipality, Klaipeda State Seaport Authority and Klaipeda Tourism and Culture Information Centre)
Riga (Riga City Council and Riga Sea Port Authority)
Oslo (Oslo Promotion and Port of Oslo)
Elsinore/Helsingborg (Elsinore Tourism and Business Association and Town of Helsingborg)
Karlskrona (Karlskrona Kommun)
Malmö (Malmö Tourism)
Visby (Port of Visby)
Tallinn (Port of Tallinn)
St. Petersburg (The City of St. Petersburg, Committee on Tourism and Resort Development)

Facts on the Baltic Cruise project:

The target is to ensure a 20% increase in cruise ship guests to the Baltic, together with a 4% growth in the Baltic region's global cruise ship market share.
The EU-program Interreg IIIB is supporting this partnership with 635,000 Euro. The project as a whole has a budget of 1.4m Euro.
The partners will meet for the first time in Copenhagen from 26-27 September. The project will run until July 2007.
Eight EU countries will take part in the project: Denmark, Sweden, Finland, Germany, Poland, Estonia, Latvia and Lithuania. Also participating are the two non-EU countries Russia and Norway.
Overall administration and management will be overseen by Wonderful Copenhagen, Copenhagen's official congress and tourism organization.
SAS Group and Rezidor SAS will be sponsors and official airline and hotel partners, respectively.



Press releases Cruise Season 2008: New companies and larger ships Photos Contact Cruise Copenhagen > Cruise Media > Press releases > Cruise Baltic Project Cruise Baltic Project Press Release March 2005 A string of Baltic pearls - New Baltic Cruise Partnership The Baltic cruise industry has grown at a phenomenal rate - over 50 percent since 2000. This presents the harbors in the region with a significant challenge. Such growth demands both increased capacity and improved infrastructure for the harbors to serve new and larger ships. To face this challenge more effectively, 16 destinations and 28 partners in 10 countries around the Baltic Sea have joined together to form the Cruise Baltic Project with the aim of jointly improving the destinations' facilities and coordinating the international marketing of the Baltic cruise product. The countries surrounding the Baltic are bound together by a common history, as well as a common sea. Fundamental to the Cruise Baltic Project is the cooperation of its members in destination development and in the marketing of the burgeoning Baltic cruise product. It is no secret that cruise lines see tremendous potential in Baltic cruises. That's why they are so keen to sail in the region. It is also clear that the Baltic region, with new harbors and a sea of possibilities, is poised for further development. Yet, the international profile of the Baltic cruise ship experience is relatively low, making the need for an international marketing strategy that much greater. Shared destination development A great deal has happened since the Cruise Baltic Project began in September 2004. To ensure a consistently positive experience for visitors to all 16 destinations, a number of minimum service standards have been determined. They include standards for cruise port facilities and signage, as well as services and information platforms. "A cruise is not a single-destination product. So, in deciding on the shared minimum standard requirements we placed great emphasis on raising the standard for individual destinations, which in turn will raise the standard for the entire Baltic cruise product. It is as important to the cruise lines as it is to their passengers that they should have a good experience, but if just one harbor falls below these standards we all lose. That is a risk we won't take," says Elisabeth Milton Hemmingsen, Project Director of the Baltic Cruise Project. Thus a key element of the Cruise Baltic Project’s working process is to maintain a constant dialog among all of its cruise industry partners. In this way, service standards can be continuously revised, improved and expanded based on input from the cruise lines, travel agents and tour operators. The brand is a quality stamp The Cruise Baltic Project’s branding platform is also an expression of the cooperation among the project partners. It is a mark of quality that illustrates the participating destinations as pearls on a string, combining to offer a broad range of experiences for visitors: outstanding natural beauty, breathtaking impressions of history, and modern city sophistication with excellent shopping, dining and nightlife. In the Baltic region one can, for example, experience spectacular natural phenomena like the Northern Lights, while enjoying a delightfully mild summer climate. That's why the Cruise Baltic Project selected "Natural Experience" as one of its branding themes. Another theme is "Kings and Tsars". With a rich, royal history spanning centuries, all the Baltic destinations boast magnificent palaces and castles housing remarkable treasures of the past and present - These historic sites are a consistent favorite among cruise passengers. (The Cruise Baltic Project’s branding film showcases these themes within the exciting range of the Baltic cruise destination attractions.) Strong logo The Cruise Baltic Project logo is the simplest - and most meaningful - expression of the branding platform. It illustrates both how the ten participating countries around the Baltic Sea combine to become one region packed with unique opportunities and how they constitute a shared experience and a combined cruise product. "We are very proud of the new Baltic branding platform. It is a strong product expressed by strong branding and a strong logo. The logo illustrates precisely what the Baltic cruise ship product is: a unified experience and a unique impression, in which both the joined and the single pearls are invaluable," says Ole Andersen, Vice President of Sales and Marketing at Wonderful Copenhagen, lead partner in the project. www.cruisebaltic.com The Cruise Baltic Project's website serves the international cruise industry and prospective cruise passengers. Through the website, travel professionals can put together their own sales tools and download photos and fact sheets from the Baltic destinations; they can also download the branding film. Potential passengers can find information about points of interest, shopping possibilities and cultural and historic attractions. The website’s press room, which will be updated frequently, features five new press features under the headings 'Baltic Specialities' and 'Cities of Culture' in connection with the launch of Seatrade. There is also an archive with high-resolution photographs from the Cruise Baltic Project destinations. The participants Cruise Baltic Project began in September 2004 and in just under six months it has grown to include 16 participating destinations and 28 partners in 10 countries. The Baltic Cruise Project’s overall aim is a 20% increase in cruise ship passengers coming to the region, as well as a 4% increase in the Baltic region's market share of cruise ships globally. The project will run for three years with a total budget of 1.4m Euro, of which half comes from the EU program, Interreg IIIB. Included in the total budget are funds from the partners and sponsors, SAS Group and Rezidor SAS, which are, respectively, official airline and hotel partners. For further information: Vice President Sales and Marketing, Wonderful Copenhagen Ole Andersen, tel.: +45 3325 7420, cell: + 45 2338 3051, email: oan@woco.dk Project Coordinator, Baltic Cruise Project Mette Holdt, tel.: + 45 3325 7413, email: mho@woco.dk The 16 participating destinations and 28 partners are: Copenhagen(Wonderful Copenhagen and Copenhagen Malmö Port) Stockholm (Stockholm Visitors Board AB, Ports of Stockholm and Board of Regional Planning & Urban Transportation, Stockholm County Council) Kalmar(Destination Kalmar AB and Port of Kalmar) Gdynia (Gdynia City Hall and Port of Gdynia) Helsinki(Tourist and Convention Bureau, Port of Helsinki and City Planning Department) Turku (Turku City Tourist Office and Port of Turku) Rostock (Rostock Port Authority) Klaipeda (Klaipeda City Municipality, Klaipeda State Seaport Authority and Klaipeda Tourism and Culture Information Centre) Riga (Riga City Council and Riga Sea Port Authority) Oslo (Oslo Promotion and Port of Oslo) Elsinore/Helsingborg (Elsinore Tourism and Business Association and Town of Helsingborg) Karlskrona (Karlskrona Kommun) Malmö (Malmö Tourism) Visby (Port of Visby) Tallinn (Port of Tallinn) St. Petersburg (The City of St. Petersburg, Committee on Tourism and Resort Development) Facts on the Baltic Cruise project: The target is to ensure a 20% increase in cruise ship guests to the Baltic, together with a 4% growth in the Baltic region's global cruise ship market share. The EU-program Interreg IIIB is supporting this partnership with 635,000 Euro. The project as a whole has a budget of 1.4m Euro. The partners will meet for the first time in Copenhagen from 26-27 September. The project will run until July 2007. Eight EU countries will take part in the project: Denmark, Sweden, Finland, Germany, Poland, Estonia, Latvia and Lithuania. Also participating are the two non-EU countries Russia and Norway. Overall administration and management will be overseen by Wonderful Copenhagen, Copenhagen's official congress and tourism organization. SAS Group and Rezidor SAS will be sponsors and official airline and hotel partners, respectively.