This is grad school and spec work I did for the grades and sometimes just for fun.
American Cruise Lines Rebrand Strategy
Repositioning American Cruise Lines for a new generation of travelers.
The Challenge
American Cruise Lines’ low brand awareness and audience skewing 50+ meant the brand wasn’t even part of the conversation for a new generation of travelers.
This rebrand was designed to make the brand relevant to younger travelers without alienating its core audience.
The Concept
The brand was repositioned as a way to experience each destination like an insider. Instead of selling the destination, we sold the experience of living it.
American Cruise Lines doesn’t just take you to a place, it immerses you in it. From regional food and traditions to the culture and pace of each location, every cruise is designed to reflect where you are.
By shifting the focus from travel to immersion, the brand becomes less about where you go and more about how you experience it, bringing a more modern perspective to their cruises.
Executions
The campaign brings the idea of “Living Like Locals” to life across every touchpoint, turning each cruise into an extension of the destination itself.
Out of Home
Billboards highlight region-specific moments, showing what it feels like to be there, not just visit. From lobster boils in New England to Derby traditions in Kentucky, each execution reflects the culture of its location while reinforcing the idea of living like a local.
Digital
Digital and social executions extend the experience, using immersive visuals and messaging to showcase the pace, culture, and character of each destination.
Onboard Experience
The idea carries through to the experience itself, bringing each destination onboard in ways that feel personal and specific.
In-room touches like Derby hats in Kentucky and lobster gear in New England, along with regionally inspired food, music, and excursions, bring the destination onboard and make the experience an extension of the destination, not just a way to get there.
My Role
Individual grad school project. Research, strategy, concept, copy, visual direction, and execution.
OOH Concept
This was a grad school group assignment where we conceptualized an OOH ad positioning Tootsie Rolls as one of the world’s great inventions. I helped conceptualize the idea and wrote the tagline for this “billboard.”
Spec Stain Remover Campaign
When I asked a professor how to get started in advertising, she told me to create ads for everyday things around the house. These are some of those things.
