Azamara Club Cruises' distinct brochure produces praises
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Azamara Club Cruises' distinct brochure produces praises
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Category: Worldwide
This is a press release selected by our editorial committee and published online for free on 2010-03-05
“Project of passion in design” now available online and in print
New brochures and catalogues are often eagerly anticipated by fans of the brands producing them, but it’s rare that consumers – and particularly the press – write to praise them. But so it is with the new brochure of Azamara Club Cruises.
“Our new destination guide (brochure) was designed to break through the clutter and say, ‘We’re something different,’ particularly through photography,” said Azamara Club Cruises President & CEO Larry Pimentel. “And that’s not easy to do, in an industry where the collateral material produced by the competition is generally quite excellent.”
To stand out, Pimentel and his Azamara-focused team studied what – among the high volume of mail consumers receive – is opened, read, considered and purchased. Pimentel and team paid particular attention to holiday materials sent by upscale retailers.
“Upmarket retailers – particularly during the holidays – tend to produce materials in unique sizes, with dramatic photography and design schemes,” said Pimentel. “We concluded that having a unique size was one of the key reasons something got noticed first. So, we opted to follow suit.”
Where Azamara took an approach all its own was in the production of the photography, which Pimentel calls “a unique project of passion in design.”
Azamara recruited five students obtaining their Master of Fine Arts degrees in photography at the esteemed San Francisco Art Institute and booked each to sail on Azamara Journey to conduct an extensive shoot in photojournalistic style. Each student was given a list of items on which to concentrate, and the entire group was directed by Azamara’s Director of Marketing Signe Bjorndal, and Sharon Till, Creative Director at Till+Truong Design Works, who accompanied them throughout the shoot onboard and in ports of call.
“The results were nothing short of stunning, illustrating many of the communities and cultures we visit through diverse lenses,” said Pimentel. “Our destination guide allows our guests and Travel Professionals to dress themselves in the experience and, for us, was an extremely cost-effective approach. It is a true ‘win-win’ scenario.”
Azamara Club Cruises’ destination guide measures 11”x17”. The front cover exhibits a series of die-cut holes revealing brand-inspired phrases, while the back of the book features a pocket for insertion of itinerary summaries, deck plans, and other materials produced in a variety of languages for tailored use around the world.
Already, the popular cruise-trade publication, Cruise Week, has produced a column focused on Azamara’s new destination guide, as has the respected Seatrade Insider. Travel Professionals also have expressed enthusiasm.
“Admittedly, a few Travel Professionals said it’s too big, but in almost every case, they soon realized why, and appreciated what it’s designed to do,” said Pimentel. “This brochure was intended not as a mass market piece, but a ‘class market’ piece, to strongly convey our brand’s upmarket position.”
Pimentel added, “We designed this piece to help Travel Professionals convey what Azamara Club Cruises is all about. We also ensured that every spread within it features a clear advisement to ‘Contact your travel agent.’ We believe it’s a fantastic piece for their use as an inducement to sales and to closing the business.”
To obtain a printed copy of the new Azamara Club Cruises destination guide, consumers are invited to call 1-877-999-9553. Travel Professionals are encouraged to dial 1-877-222-2526.
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