While cruising is becoming more and more popular, competition is sharpening and high end cruising is supported by destinations rather than by operating companies. Compagnie du Ponant is a small French cruise operator with acute cultural insights, yet its communication is stuck in rough direct marketing ads. The challenge is to build a new brand territory more in tune with the brand personality and improved traveling experience while still driving leads for business among traditional clients as well as attracting younger targets.
Here the magic is in the product : our job is to emphasize and highlight what makes the “French way” so different, on board as well as during sightseeing opportunities. A reasonably small account with a tight budget, a challenge for art direction which must at the same time drive emotion and call to action. The resulting combination delivers a special mood based on French Art de vivre, and on the ships’ capacity to reach spots where larger standard cruising ships can’t make it. A pensive Debussy sound track supports an invitation to let go and savor time.
Two new ships are launched and improve cruising standards, while traveling packages get more expensive. This upper range trend matches with more demanding travelers, who call to book trips more than ever before. The art direction is conducted with tiny budgets by resorting to company photos and finding proper advertising environments in magazines.
Agency: Venise – France