In the short space of time since its foundation, Imagine Cruising has established itself as a respected international presence in the highly competitive cruise holidays sector.
A major driver in the company’s quantitative and qualitative development has been the high-profile ‘Masterpiece’ branding campaign: conceived, created and delivered by Jazzbones Creative as part of our close design and marketing partnership with Imagine Cruising.
After breaking down Imagine’s DNA into its component parts (luxury cruises, iconic destinations, bespoke packages and first-class customer care) we developed the highly distinctive ‘Every holiday a Masterpiece’ strapline and branding toolkit. Working strategically with Imagine directors over the initial 6 month launch campaign, we delivered effective creative solutions to their constantly evolving marketing plans, often responding to hair-raisingly tight deadlines.
A successful launch campaign in the national press and online led to the ‘Masterpiece’ brand being rolled out across marketing collateral for the UK and South African cruise markets: websites, press ads, colour travel supplements, brochures, exhibition displays, email marketing, social media and CGI. Visually, the distinctive gilt-edged frame mirrors Imagine Cruising’s luxury positioning and is the perfect mise-en-scène for 40+ unique photographic illustrations portraying the diversity of available destinations, which is often a tricky subject to convey in one image.
More recently, high levels of brand recognition for the ‘Masterpiece’ campaign reinforced Imagine’s strategy of positioning the company for resale. As of May 20, 2015, Imagine Cruising Limited operates as a subsidiary of Emirates Group-owned dnata, one of the world’s largest travel groups. This ambitious venture is confirmation that the ‘Masterpiece’ branding has helped Imagine achieve its central objective, to reposition from a standard national Cruise Reseller to a ‘Luxury’ worldwide supplier.
Imagine’s average cruise holiday sale increased by over 62% due to the premium nature of the new branding. Our branding and campaign work was the Winner of The Travel Weekly, Business Excellence Award for Small Agency Marketing Campaign.
“Jazzbones Creative created a striking visual concept for our new branding, allowing us to cement our positioning as a leading provider of luxury cruises in the UK and South Africa.” Robin Deller, Imagine Cruising Managing Director.