lindseym
See what
others don't
Swan Hellenic exists to provide its guests with authentic, intimate and unforgettable moments in extraordinary locations and remote landmarks. All the while enjoying a sophisticated elegant atmosphere onboard. Swan Hellenic is an established, well respected owner-operated heritage brand with more than 7 decades of expertise in undiscovered destinations however the company have struggled post-covid with brand reputation.
Their corporate marketing needed to help this brand connect with their audience, build a better reputation, and live up to their name of being the World Leader In Cultural Expedition Cruising. I was employed by Swan Hellenic to do just that.
Antarctica
It's Time!
Now a part of the team I was set the challenge to lead the first global marketing campaign that SH had done for over a year. Post covid reputation looming over the company, I took in the brief from sales with their goals, I brainstormed copy titles with an external copywriter, I researched what our competitors had been doing, and I pitched to the VP corporate marketing a concept to give the world some TLC by ticking something off their bucket list.
We developed both B2B and B2C assets, social promotion, flyers and a brand video, and we worked with onboard photographers to capture the right images for the promotion, and shared with trade partners to get the message out -
Antarctica - It's Time!
Result:
This campaign increased sales by 30%, the highest growth in over four years!
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Solo
Adventurer
In addition, I was tasked with developing a campaign to promote independent travel on the back of the Antarctica campaign. I used product placement to increase brand awareness. I led a brainstorming session to come up with a compelling title with a smart play on words to create conversation in the industry. I developed the campaign concept and executed the assets in just three days.
Result:
Audience engagement increased by 627% -
an all-time high.
