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Fred. Olsen campaign for cruises departing from Dover port. I developed and presented the campaign ideas for 48 sheet, digi 6 sheet, D6 and social posts for 3 different destinations (Norway, the Azores and Iceland) with two headline variations. The ideas centred around the website search CTA, or the port and destinations link.

Alternative design concepts

Split image
Aligning horizons of port and destination imagery for campaign in a 50/50 horizontal split. The brand ‘wave’ introduced subtly as the travel line between the departure port (Dover) and destination. 3D billboard idea of pin markers like a travel map. Headline uses the brand font like on other Fred. Olsen comms.

Funnel with search headline
Using the ship funnel as a strong brand element and key visual, rather than port or destination imagery. Again using the headline with a search field lockup to reiterate the website CTA.

Split image with search headline
Aligning horizons of port and destination imagery for campaign. The headline has a search term lockup to reiterate the website search CTA of the campaign. 3D billboard idea using a Fred. Olsen ship funnel element to tie the travel to their cruises, like a ship docked in the port.

UI overlay
Here the idea created a mock UI overlaid onto the campaign imagery to reinforce the web search CTA. The headline had a search lockup that could be adapted for each destination, and the website was placed into a salient button device to drive the CTA and match online design.