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.
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.
Colombian Emeralds International is the most respected and reputable jewelry company in the Caribbean. We added a little sparkle to the brand in the form of a handsome Raiders of the Lost Ark-inspired character named Diego Gallante. Our campaign follows his never-ending quest to obtain the finest gemstones for Colombian Emeralds International’s collections. Thanks to in-store appearances and shipboard events Diego’s popularity- and CEI’s sales – are soaring.