The Port of Miami is undergoing $2 billion in infrastructure improvements that will drastically change how the Port is seen in the industry. We were tasked with creating a new brand campaign to promote the improvements and reestablish the Port Miami as the premier cruise destination. We created a new logo, “Port Miami” in keeping with the look and feel of the Miami tourism brand. The strategy was to have the Port of Miami integrated within the overall Miami brand.
Regent (formerly Radisson Seven Seas) Cruise Line’s advertising strategy had traditionally been destination driven, but with a new ultra-luxury product coming online, it was time for a change in direction. We developed a campaign under the theme “Luxury Goes Exploring.” Through elegant copy and impactful imagery, the ads create an essential emotional link with slightly humorous headlines which stood out from the multitudes of cruise ads.