C

WE ARE

eLway- s

BUYING

0

He reels off the list of local ports,
adding that 19 ships will sail into
Akaba, 15 to Haifa and 25 to
Ashdod in 1998. That's 69 opportu-
nities for Israeli companies to board
a cruise line for a seven-day pep rally.
Maharam believes he's found a
niche by targeting the hi-tech indus-
otry, given their widespread sales and
distribution forces which meet sever-
al times a year to marshal their mar-
keting efforts. Yoram Holtz, a mar-
keting manager for Rad Data
Communication, says he is interested
in the concept but is concerned
about two aspects: ship-to-shore
communication and seasickness.
"A fax costs $5 a page from the
ship, and there's no e-mail," says
Holtz. Rad Data holds a distributors'
conference once a year, usually rent-
ing 300 rooms for distributors and
their spouses in a large Jerusalem or
Eilat hotel.
Money isn't necessarily an object.
But by now, many of the distributors
have been to Israel four or five times
and are looking for something differ-
C-ent.
"We prefer Israel as our site,"
Holtz explains. "We push the hi-tech
Silicon Wadi aspect of Israel."
As for mal de mer, Maharam
waves off the concern. "They've got
everything these days. You just wear
one of those wristbands to control
any nausea you may have."
If a passenger is concerned about
seasickness, there are inner state-
rooms that are usually more steady
than the outer cabins.
Cruise director Utkal says several
large U.S. companies, including
AT&T and Chevron, have used the
Maasdam for company vacations and
conferences.
Some firms will charter an entire
ship for a week, treating their
'employees to some well-earned fun
in the sun.
Employees choose their activities,
whether it's the gym's "passport to
fitness" program, which includes
walking around the ship's deck four
times to reach a mile, seeing a movie
in the ship's theater, or taking dance
lessons.
C For those who want to catch up
on reading, there's always the ship's
library, which also offers a deluxe set
of Travel Scrabble. "That's the beauty
of cruise travel," says Maharam.
"Sure, you can give an employee a
cash bonus, but take him on a cruise
and you can be sure he'll be talking
7!
about it for months."

C

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TOUR INCLUDES:
• Round-trip airfare from Detroit via
British Airways
• First-class hotels: 3 nights Moscow;
4 nights St. Petersburg; 1 night
London (on return)
• Overnight first-class train Moscow
to St. Petersburg

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• 5 Musical events, including
Bolshoi and Kirov
• 2 tours to Hermitage
• Breakfast daily; 3 dinners
• Extensive sightseeing
• Transfers and porterage

tax/serince
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12/12

1997

79