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Silversea

Exclusive Asia-Pacific creative agency for a decade

Since 2010, Another Colour and Silversea’s creative partnership has seen the luxury cruise operator double its fleet, and take bold new directions, over the course of more than 1,700 design projects.

Navigating Silversea’s brand vision for direct marketing and advertising

Silversea sails to over 1,000 destinations in all seven continents. With brand custodians in the European office, we immersed ourselves in Silversea’s corporate strategy, working with local marketing and sales teams to create targeted communications to the region’s audience.

Outputs

  • Brand development
  • Digital display advertising
  • Press advertising
  • Direct mail brochures
  • Trade show graphics and signage
  • Print production and management
  • Research surveys and workshops
  • Internal communications
  • Design software training

Capturing the world through a new lens

In 2017, Silversea announced their creative alliance with renowned photographer Steve McCurry — best known for his haunting portrait of a green-eyed Afghan refugee girl for National Geographic. Steve’s colour-saturated images depicting vibrant cultures and authentic experiences are a sharp departure from more traditional destination photography. The new direction “for the curious”, will engage new generations of customers, eager to discover destinations overlooked by other cruise operators.

The project involved many stakeholders and different priorities. Another Colour managed to balance all the opinions of the group and subsequently delivered an extremely professional kit that benefitted the whole team.

Leanne Fonagy, Director of Communications, Events & Partnerships, Asia Pacific, Silversea

Catalysing opportunities and boosting productivity with a press advertising kit

We developed a fully-scalable design system for partnership advertising opportunities with travel agents. Using research techniques to assess current pain-points, our solution accounted for all stages of producing press advertising — from brief to dispatch. We were honoured to launch the advertising kit, which included electronic briefing, sales tools, modular templates and a comprehensive image bank, at a conference on board Silver Muse. The game-changing kit has been shared with global teams, proving its value by decreasing production costs and turnaround times.

Mapping the brand’s voyage to new media channels

As the cruise market becomes more competitive, inclusions and promotional offers become more important to convert sales. With insights drawn from stakeholder surveys, marketing communications have been optimised to include a careful balance of maps, itinerary information and offers to appeal to target audiences.

With the success of our direct marketing, digital campaigns and press advertising projects, we have extended Silversea’s brave new creative direction across other marketing channels including trade shows, outdoor media and affiliate marketing with SBS and The Australian Ballet.

The look and feel of our brand has been elevated entirely thanks to Steve and the team. The way in which each designer has taken it upon themselves to understand our brand shows a great investment in our company and the level of attention to detail and quality is outstanding.

Megan Peterie, Marketing Executive, Australia & New Zealand, Silversea

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