Imagine Cruising
A campaign that framed cruise holidays as works of art.
Brand Campaign + Graphic Design + Marketing Comms
Imagine Cruising wanted to stand apart in a crowded market and give its luxury cruise packages a recognisable identity in the UK and South Africa. We developed a campaign that put the destinations and the experiences at the centre.
The idea was ‘Every holiday a Masterpiece’. A gilt-edged frame gave the campaign a consistent visual device and made it easy to bring a different destination or experience into focus each time.
We created more than 40 photographic illustrations and built a toolkit that could work across national press, digital advertising, brochures, social and exhibitions. The same frame tied the pieces together, even when the destination, format or offer changed.
The campaign helped establish a clearer luxury positioning and won a Travel Weekly Business Excellence Award.
