Marketing Campaign

As a design team, we collaborated with the brand team and copywriter to explore campaign ideas. Through brainstorming sessions and campaign meetings, we refined our concepts, considering various creative directions from all teams. The brand team selected “Nothing beats the feeling.” as the core campaign concept and with this foundation in place, we moved into the next phase; developing a campaign lockup that would bring the concept to life.

I wanted to represent ‘feeling’ in a soft flowing script font to emphasize the emotional aspect so I experimented with some different typefaces and explored how this would work with the main brand font, while creating emphasis on certain words.

An additional factor I wanted to consider was how the lockup would be used across different formats (print/social/website etc). In the past we’ve encountered issues where a stacked version has been needed due to space limitations so addressing this early on avoided this issue at a later time-sensitive point, and allowed us to keep consistency throughout the campaign when other designers are creating various assets independently of one another.

Direct mail:
When creating a look and feel for this campaign we needed to capitalise on emotive ‘people’ imagery so customers can create a connection. I felt the best way to do this was to steer away from our usual style of a hero image showing the ship and instead feature multiple images of people enjoying different experiences, on board and on land.

This thought process was reflected throughout the DM by utilising multi-image layouts to create a visual story and show the diversity the brand has to offer. For the front cover, it was a requirement that we still featured a ship image, but by balancing it with people imagery it helped convey the emotive tone we needed and still met the directive from key stakeholders.

A challenge we often face is how the tactical elements can sit alongside the campaign; it is important to strike the right balance between imagery, copy and offers. I feel the final output works well to balance all elements but still give the offer enough visual impact to draw the customers eye.

Due to various delays throughout this campaign ideation, once the look and feel was finalised we had time limitations to ensure all marketing assets met the launch date. In order to meet expectations and balance other work commitments, another designer in my team created a suite of assets for social media and email marketing, while I concentrated on finalising two 30+ page direct mail pieces for print.

Follow up mailers:
I have also designed 2 smaller follow up mailers. These were produced at a different paper size so I needed to adapt the design for a new format.