I had the fantastic opportunity to develop Saga Cruises’ new Explore Ashore proposition across multi-channels. The brief called for the concept to be brought to life across the launch brochures and web for the brand new ship, Spirit of Discovery.
The Explore Ashore concept focussed on the amazing experiences that can be enjoyed on a cruise, instead of only concentrating on a traditional day-by-day itinerary.
All cruises for the new season were written in an editorial style with an emphasis on the travel experiences that independent customers can enjoy. This gave more freedom to pull-out key experiences and highlight what makes each cruise special, whilst reducing the repetitiveness associated with a classic itinerary.
Plus, the template design enabled copy to be easily tailored across multi-channels, creating greater efficiency and consistency across print and web.