You have to hand it to cruise online travel agent Cruisenow.com for simply trying something different - creating fake news reels for YouTube in the style of Jon Stewart's The Daily Show.
The agency puts together a weekly bulletin rounding up a supposedly hot list of breaking news items, all with a link (sometimes tenuous) to the cruise sector.
The clips are recorded at the company's North Carolina offices, posted on YouTube every week and also embedded on its website.
Here's the latest:
httpv://www.youtube.com/watch?v=-3pGOh4czik
Two months in and viewer numbers have yet to reach much higher than 300 views per show, but officials appear to be having fun and see the project as an exercise in engagement rather than an earnest marketing effort.
Chief executive John Keen says:
"Our goal in putting this together was to 'Edutate' our social media fans. Just build a relationship with them without being too salesy. Obviously we would love to have them book a cruise with us at CruiseNow.com, but it starts with a relationship."