Client
Sector
Business to Consumer, Tourism
Services
Visit
- Background
Imagine Cruising, a leading name in the luxury cruise holiday market, was poised for rapid growth and needed a standout brand campaign to match its ambitious expansion plans. Known for offering bespoke cruise packages to iconic destinations, Imagine Cruising wanted to elevate its brand identity and solidify its position as a luxury travel provider in both the UK and South Africa.
- The Challenge
With an increasingly competitive cruise holiday sector, Imagine Cruising sought a campaign that could differentiate it from other providers and elevate its brand in a ‘sea of sameness’ while showcasing the high-end nature of its offerings. The brand campaign needed to communicate its unique blend of bespoke travel experiences, world-class customer service, and stunning destinations—all within a unified and instantly recognisable visual identity.
This campaign had to be adaptable across multiple platforms—from websites to travel brochures and everything in between—while maintaining the integrity of the luxury positioning.
- The Strategy
Jazzbones developed the ‘Masterpiece’ campaign, rooted in the idea that every holiday with Imagine Cruising is a work of art. We crafted the memorable strapline ‘Every holiday a Masterpiece’ and built a branding toolkit that reflected the company’s luxury offerings.
Visually, the campaign was anchored by a distinctive gilt-edged frame, representing the elegance and craftsmanship of Imagine’s bespoke travel packages. The frame acted as a perfect mise-en-scène for showcasing the diversity of stunning destinations, with over 40 unique photographic illustrations capturing the grandeur and beauty of worldwide cruises.
We launched the campaign in the UK and South Africa across multiple channels, including national press, online ads, brochures, social media, exhibition displays, and more. Our creative approach was responsive, adapting quickly to Imagine’s evolving marketing strategies while meeting tight deadlines.
- The Result
The ‘Masterpiece’ campaign became the cornerstone of Imagine Cruising’s rapid growth. The high-end visual identity helped the brand reposition itself from a standard national cruise reseller to a luxury worldwide supplier. Average cruise sales increased by 62%, reflecting the premium appeal of the new branding.
The success of the campaign led to high levels of brand recognition, contributing to Imagine Cruising’s acquisition by dnata, one of the world’s largest travel groups under Emirates. The campaign also won a Travel Weekly Business Excellence Award for Small Agency Marketing Campaign, cementing Imagine Cruising’s position as a leader in the luxury cruise sector.
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Jazzbones Creative
Nexus Business Centre
Cheney Manor
Swindon SN2 2PN
Jazzbones Creative
Nexus Business Centre
Cheney Manor
Swindon SN2 2PN
