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.
Canyon Ranch needed to keep its positioning relevant to more fickle and upscale audiences. Instead of relying on the typical beauty shots of tangible offerings, our campaign revolved around the affluent user’s true desire – to discover themselves. Luscious spa-like imagery brings Canyon Ranch’s rich brand heritage to the real estate and hospitality market segments. Canyon Ranch achieved over $600 million in sales in fewer than two years.