A Better Way to Cruise

Overview:
With customers increasingly conscious of value and greater competition within the luxury travel market, the challenge was to communicate a strong value proposition while maintaining the brand’s luxury positioning.

I developed A better way to cruise, a campaign platform supported by a flexible More / Less messaging framework. The concept subtly challenges traditional cruising conventions without directly referencing competitors, using simple contrasts to highlight the brand’s USPs.

Result:
The concept was selected from several creative routes and became the lead campaign direction for Q3, continuing to be used across activity through to the end of the year.

Skills:
Concept development
Multi-channel campaign design
Stakeholder presentation

A Flexible Framework
Working within established brand language, the More / Less messaging deliberately leads with More, keeping the focus positive and aspirational before introducing the contrasting Less message. I explored how the framework could flex across seasonal and product-focused campaigns, and proposed how it could be applied to key brand pillars for further development by the copywriter.

Multi-channel Approach
I explored how the campaign could translate across different customer touchpoints, including a series of social assets that used the More / Less framework to communicate key product benefits in a simple, engaging way.

Beyond traditional campaign channels, I also proposed an interactive comparison tool that would help customers explore the differences between cruise options and understand the value included within their booking. While website functionality limited the interactive concept, the comparison element was developed into a static table for the campaign landing page.

Evolving the Campaign
For Black Friday, I explored how the campaign could evolve in a crowded promotional period, where customers are already expecting a strong offer. ‘More reasons to book. Less reason to wait.‘ moves the conversation beyond price, focusing on the wider reasons to choose the product over competitors, while positioning the Black Friday offer as the final reason to act now.

Previous Work Next Work