Cunard Line, the UK based premium marketbrand in Carnival Corp & plc group, has revealed plans to work with agentsto expand the brand’s appeal to a wider range of customers, particularlyfirst-time cruisers, Travel Weekly reports in a newsletter.

Cunard president and managing directorPeter Shanks disclosed the strategy as the cruise line’s three ships cametogether for the first time to celebrate the Queen’s Diamond Jubilee onTuesday. The company would be partnering with agents on marketing campaigns,inviting more agents to visit the ships and expanding its online trainingprogramme.

“Agents can find Cunard difficult tosell: we’re not mass-market and we’re not small-ship luxury. We have a uniquemix, which I believe agents should be selling to a wider range of clients. We will be helping them do that throughour training academy and we will be working closely with agents who want tosell Cunard for the first time. We want to work with high street agentsto find more first-time cruisers and work with online agents on marketingcampaigns.”

Shanks is also eager to ensure clientsare aware of Cunard’s full range of product, as well as its round-the-world andtransatlantic voyages. He added: “Since our commission structure was reviewedlast year, there is little or no discounting on Cunard.” the company will see all three ships embark onworld voyages for the first time in 2014. “That market is still veryconfident,” Shanks was quoted as saying.