My brief was to attract ‘new to cruise’ individuals and change their preconceptions. The concept was driven by the idea of what seeing a new destination each day from the deck would feel like. The stand design was inspired by the aesthetic of the ships interior architecture whilst the video wall aimed to create that ‘wow’ moment that would appeal to travellers seeking new experiences. With branding kept to a minimum the focus was on a premium lounge-bar experience that took the visitor on a journey as popular destinations floated by on the large screen, proving that arriving at holiday destinations from the sea changes everything. Meanwhile visitors were offered a destination-inspired mocktail and a chance to talk with a team member or sit and create a personalised video of a holiday based upon their loves and needs.

Awarded Gold in 2024 IPM Awards Travel, Leisure and Tourism category. Plus Bronze in Experience near point of purchase.