Print Advertising

Each summer a small group of us sits down for a series of meetings where we discuss the next year’s round of travel publication advertising. We mill through dozens of ideas—good and bad—but I’ve always been happy with what has risen to the top.

The goal is to let the imagery speak volumes and to keep the copy to a minimum, with a focus on our brand pillars.

Recent years have focused on messaging carrying these key themes:

• 2020 » Choose Your Own Adventure No matter the type of traveler, a vacation with PGC offers the perfect adventure. We focused on the ones that are included in the price of the cruise and the layout emulated features seen on a website (cursor selecting an infographic) while the copy drove the consumer to a specific URL to learn more.

• 2019 » We’ve got the cure for wanderlust / Getting the blues never felt so good / A coconut a day… The average travel magazine reader has an ailment—and Paul Gauguin Cruises has got the cure. This series featured headlines suggesting that an all-inclusive luxury stay in Tahiti is the perfect cure to a life not being lived to its fullest.

• 2018 » This overwater “bungalow” sails! This layout featured imagery focusing on key selling points and honed in on why you should see the South Pacific on a small, luxury cruise ship (instead of say, a more stationary location like a hotel room or an overwater bungalow).

ROLE
Design and Concept from start to finish with assistance from Monica Sagisi (Project Manager); Giordanna Queiroz and Kayla Wilkes (Graphic Design) and various copywriters and illustrators (details upon request).