Travel Niches: Radio Station Trips
by John Hawks

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Basically, your strategy is approaching the managers of radio stations in your region with a win-win proposal: You'll select and coordinate a group cruise booking that will be promoted on the station, and in return the station may share in your commissions and perhaps receive co-op advertising from the cruise line.

What types of radio stations work best? The short answer is any type. Whether the format is classical music or country, rock or Latin, the key ingredients will be finding station managers who will get excited about working with you. Independently owned stations and public radio stations may be your best initial bets, since stations that belong to national networks like Clear Channel may have stricter guidelines about travel programs.

You should send the manager a letter outlining your ideas and asking for an in-person meeting. (You can get the managers' names and addresses in media directories at your local public library, or simply call stations from the Yellow Pages and ask for the manager's name and address.)

Another important step is talking with the district sales manager of your preferred cruise lines (or even tour operators) for help. Many times, the DSM may actually send a supporting letter or even accompany you to the meeting (if the potential group booking is rather large). You can also check the rules for the cruise line's co-op advertising funds that could be tapped to promote the cruise.

The # 1 key to promoting this type of cruise is the involvement of a radio station DJ. In most cases, you can assign an "escort" cabin for the DJ (a free trip, basically), and in return the DJ will agree to "talk up" the trip at length on the air.

Don't be afraid to start small. When you get the first station interested in working with you, stop prospecting other stations and focus on promoting this initial cruise as much as you can. If this first cruise takes off, you will have little trouble getting other stations interested in working with you! (Avoid dealing with the direct competitors of stations that begin selling cruises with you, of course.)

What are the potential rewards of selling radio station cruises? Let's say the station asks to split commissions with you. If your commission rate is 10 percent, that means giving 5 percent to the station and keeping the remaining 5 percent for yourself. However, you'll save considerable expenses in promoting the cruise because the radio station is partnering with you, so you should keep most of that 5 percent in your pockets. If 40 listeners take the cruise, paying $750 each, that's $1,500 for your trouble. What you must remember is the "annuity" value of this type of booking -- in other words, the station should repeat with you next year, and the year after that, with little extra effort on your part. And, over time, that group of 40 should grow into 50, and 75, and 100 passengers ...

Got questions about radio station cruises? Send them to us!