AubreyKurlanskyDesign
AubreyKurlanskyDesign CASE STUDIES Hebridean Cruises Precious Metal St. Pancras Station
AubreyKurlanskyDesign | Hebridean International Cruises
HEBRIDEAN INTERNATIONAL CRUISES
CASE STUDY
HEBRIDEAN INTERNATIONAL CRUISES 1.
Extend the brand both vertically and laterally and create a marketing campaign
•
Hebridean est. 1989 - over 17 yrs old
•
Runs 2 ships carrying 49 and 96 passengers respectively
to support this development with direct mail, advertising and indirect channels
•
Occupies a niche in the cruise market with two of the smallest cruise ships afloat
(cocktail marketing / banner ads)
•
Clearly occupies the luxury and ‘exclusive’ end of the market
•
Cruises aimed at discerning travellers who are curious, cultured and well educated
2.
Use banner advertising across the internet to sell ‘private cruise’ opportunities - for example wedding venue and corporate hospitality sites
3.
Create a reason to ‘advocate’ amongst your loyal repeat bookers by offering a format in which the cruise experience is sold in through soft, dry cruise events
•
The style of the ship is like a private ‘floating boutique hotel’
•
The ambience is one of a private club peopled by like-minded members
4.
Maximise tie-ins with other luxury brands and compatible events and venues
•
Large proportion of customers are 50+AB1 (affluent greys)*
5.
Extend the brand both vertically and laterally and create a marketing campaign
•
Specialise in bespoke escorted cruises and tours
to support this development with direct mail, advertising and indirect channels
•
Currently Spirit (larger ship) sells 60% capacity
(cocktail marketing)
•
Princess (smaller ship) sells 90% capacity
•
Current enquirer database around 27,000
•
Approx. 65% of bookers are past guests
•
Moving firmly away from discounted offers
6.
Use banner advertising across the internet to sell ‘private cruise’ opportunities - for example wedding venue and corporate hospitality sites
7.
Encourage an ‘on line community’ mentality through the use of blogs and the
• • • • • • • • • • •
Exclusive One-one Subtly luxurious Understated style Floating boutique hotel Homely and comfortable Excellence in all things Knowledgeable Expert Good value Old style ‘British’ luxury
club membership 8.
Consider bespoke themed tours that extend the brand offer (SPIRIT) to appeal to a wider audience - (affluent young)
TARGET Increase sales overall but particularly for Spirit where approx. 40%
Some examples:
of stock remains unsold
-
celebrity chef cruise
2.
Increase the rates of enquiry to conversion
-
fine wine cruise
3.
Create a unique brand proposition
-
opera cruise
4.
Reposition Hebridean in such a way as to clearly differentiate her from her
-
truffle trail
1.
THE HEBRIDEAN EXPERIENCE
RECOMMENDATIONS
BACKGROUND
competitors and position her in a unique and unassailable niche position
9.
Develop a clear and distinctive positioning statement
5.
Strengthen the brand and increase brand awareness
10. Refine the logo, the overall identity and the marketing material, to better reflect
6.
Develop a coherent family of sub-brands
7.
Reduce the effectiveness of mimicking by competitors
8.
Drive more traffic to the website
the brand’s status
Positioning statement An all inclusive luxury holiday to some of the most exciting and thought provoking destinations in the world, in the company of like minded, educated well travelled individuals with a thirst for greater life experience.
1
AubreyKurlanskyDesign | Hebridean International Cruises naming
Current logo and naming structure
Proposed naming structure
NAME
Hebridean strapline
Hebridean International Cruises
Exclusive travel • Exquisite tours
hebridean the small cruise ship company
ships
the small cruise ship company spirit
PRINCESS
SPIRIT
club
VANTAGE Hebridean SPIRIT
Hebridean princess
Hebridean SPIRIT the finest privately escorted tours
magazine
THE COLLECTION
AubreyKurlanskyDesign | Hebridean International Cruises STRAPLINE
Exclusive travel • Exquisite tours EXCLUSIVE explained
EXquisite explained
E XC LU S I V E - O N B OARD EXPERIENCE
EXQUISITE - ONSHORE EXPERIENCE
•
Low key entertainment
•
Attention to detail
•
Access to many private and exclusive places
•
Quality of service
•
Unusual and unique destinations
•
Quality of food and wine
•
Ambience
•
Furnishings and fittings
•
Guest speakers
•
Size of ships
•
Expert tour planners
•
Art and cultural visits
•
On board luxury
•
Experiences at destinations
•
One on one service -a level of service from a
•
Quality of guest speakers
bygone age
•
Quality of staff
•
Country house comfort and style
•
A wealth of experience
•
Cruise ship of choice amongst Britain’s
•
A quite time on board with outstanding cuisine and conversation
upper classes •
Well stocked bars and libraries
•
The best possible vantage points
•
Unusually spacious and elegant public rooms
AubreyKurlanskyDesign | Hebridean International Cruises logo
Hebridean11 Exclusive travel
•
Exquisite tours
AubreyKurlanskyDesign | Hebridean International Cruises moodboards
Developing the brand personality: style and tone
Developing the brand personality: style and tone
Developing the brand identity
Exquisite: life on board - beautiful, cropped details, that give a taste and feel
EXCLUSIVE: Experts and guides: portraits of people can be various and different in styles chosen to best convey
Colour
for the quality and luxury guests can expect on board
the individuality, warmth and character and personality of the individuals
Colours - rich, royal, sumptuous and regal with a sense of understated luxury
Develop a palette that is evocative of old ‘English country style’ with a Scottish twist Consider a Hebridean tartan with individual tartans for Spirit and Princess
Hebridean
Note: In spring 2006 The House of Edgar launched a new tartan range, called Hebridean. This exclusive range, woven with marked yarns in weathered shades of black and grey, reflects the colour and texture of the Hebridean granite. Four unique designs have been created - Hebridean Heather, Hebridean Granite, Hebridean Cairn and Hebridean Mist. Hebridean Tartans
Other tartans
Princess
Spirit
Developing the brand personality: style and tone
Developing the brand personality: style and tone
Developing the brand personality: style and tone
ExCLUSIVE: ships - convey the ‘golden age of travel, the
ExCLUSIVE: art and culture - displaying the riches on offer in
ExCLUSIVE: destinations and seascapes - capture the stunning beauty of the places
beauty of ocean going vessels and the drama of the sea
the various destinations
Hebridean visits
AubreyKurlanskyDesign | Hebridean International Cruises BROCHURE COVERS
Hebridean11
Hebridean11
Summer & Autumn
Summer & Autumn
CRUISE GUIDE 2007
CRUISE GUIDE 2007
SPIRI
T
IO N V IT A T A N IN E AV L TO TR
PRIN
CESS
IO N V IT A T A N IN AV E L TO TR
AubreyKurlanskyDesign | Hebridean International Cruises VANTAGE CARD
VA N TA G E VA N TA G E
VA N TA G E
VA N TA G E
AubreyKurlanskyDesign | Hebridean International Cruises MAGAZINE
THE COLLECTION
E x cl u s i v e t r a v el
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Crossing the Atlantic: The Golden Age of cruising
Hebridean11
Exclusiv e travel
•
Exquisit e t o u r s
Cruising Timeline
1920’s
1950’s
2007
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THE COLLECTION Page 2
Hebridean11
Ex clus iv e t rav el
::
Exqu i site to urs
AubreyKurlanskyDesign | Hebridean International Cruises MAGAZINE
THE COLLECTION
THE COLLECTION
Dining onboard
Collecting nautical antiques
The captivating beauty of Greek ceramics
Hebridean11
Excl usiv e trav el • Exquisite tours
THE COLLECTION
Onboard beauty treatments Classical beauty in ancient Rome
Hebridean11
E xclu s i ve t r ave • E x q ui s ite tou r s
Hebridean11
E xclu s i ve t r avel • E x q ui s ite tou r s
AubreyKurlanskyDesign | Hebridean International Cruises DIRECT MAIL
Italy
Have a classic beauty treatmen t onboard, before y o u discover a classic a l beauty...
The civilised way to discover great civilisations
C ro a t i a
G re e c e
IN V IT
VE TO TR A A TI O N
L IN V IT
VE TO TR A A TI O N
L
w w w. h e b r i d e a n . c o. u k w w w. h e b r i d e a n . c o. u k
Have a classic beauty treatment on board, before you discover a classical beauty...
The civilised way to discover great civilisations
Spain
AubreyKurlanskyDesign | Hebridean International Cruises ADVERTISING
T h i n k of i t a s y o ur o w n P r i vate View
IN V IT A
Civilisation reserved just for you
TR AV EL TI O N TO
IN V IT A
TR AV EL TI O N TO
IN V IT A
A perfect l y ci vilised adventure
w w w. h e b r i d e a n . c o. u k
Think of it as your own private view
A perfectly civilised adventure
TR AV EL TI O N TO
w w w. h e b r i d e a n . c o. u k www.hebridean.co.uk
Civilisation reserved, just for you.
Italy
The most exqusite small cruise ships, afloat r
IN V IT A
O
w w w. h e b r i d e a n . c o. u k
TR AV EL TI O N TO
IN VI TA w w w. h e b r i d e a n . c o. u k
The most beautiful, small cruise ships, afloat.
Think of it as a floating country hotel.
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TR AV EL TI O N TO
w w w. h e b r i d e a n . c o. u k
This is Calvin Macleish. When he is not minding our lochs, he will be unlocking your imagination.
This is Calvin Macleish. When he is not minding our lochs, he will be unlocking your mind.
IN V IT A
TR AV EL TI O N TO
w w w. h e b r i d e a n . c o. u k
Think of it as a floating country hotel...
AubreyKurlanskyDesign | Precious Metal
CASE STUDY
mood boards
PRECIOUS METAL - JEWELLERY MAGAZINE
Style
Style
Brief: Create an identity and ‘look & feel’ for a subscription magazine aimed at craft Jewelry makers Solution: Making the most of the product, the style is contemporary, fresh and has a ‘high-craft’ status
Contemporary dramatic photography
Contemporary take on combining models and
for the jewelry itself
jewellery where the jewellery itself is integrated into the portrait fusing with the model’s body to create a new and dramatic hybrid image
8
7
Style
Black & White, elegant and nostalgic imagery and abstract close crops of the human body combined with edge lit jewellery that is placed on the photograph and then shot as a still-life or shown in tightly cropped images of models wearing the jewellery
6
2
AubreyKurlanskyDesign | Precious Metal covers
Issue 1 September 2007
PAGE 20 Aegre gulosus suis misc ere oratori PAGE 33 Octavius voci ficat verec u ndus rures PAGE 42 Aegre gulosus suis miscere oratori
PRECIOUS co nte m po ra ry a rt j ew e l l e ry f o r ma k e rs, b uye rs a n d e nth u s i asts
contemporary art jewellery for makers, buyers and enthusiasts
contemporary art jewellery for makers, buyers and enthusiasts
AubreyKurlanskyDesign | Precious Metal covers
PRECIOUS METAL issue no. 1
September 2007
September 2007
PRECIOUS METAL
contemporary art jewellery for makers,
buyers and enthusiasts
issue no. 1
SEPTEMBER
contemporary art jewellery for makers, buyers and enthusiasts
SEPTEMBER
September 2007
PRECIOUS METAL contemporary art jewellery for makers,
i s s u e n o . buyers 1 and enthusiasts
SEPTE
AubreyKurlanskyDesign | Precious Metal SPREADS
september 2007
www.preciousmetal.co.uk
Our first issue, and aren’t we proud. Exceeding all our wildest hopes we are have hit the deadline and produced a magazine we are proud of and hope sincerely touy wil find to be of great satis fragilis umbraculi praemuniet saburre. Cathedras iocari umb raculi. Bellu s agricolae fortiter ferme ntet saburre Etiam suis vix fr ugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis inf eliciter deciperet concubine. Rures insectat saburre Utcunque Medusa suff ragarit Pompeii. Augustus neglege nter agnascor zo the comiter cas. Aegre gulosus suis miscere oratori. Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat ma trimonii ut Caesar deciperet apparatus bellis Quamquam agricolae senescer et Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras.
PRODUCTION
Editor in chief Wendy Ells
Editorial
Editor in chief Wendy Ells Deputy editor Miranda Snow
Art editor Aubrey Kurlansky Assistant art editor Freya Malpass
PRECIOUS METAL
Products research manager Geoff Ells
1
Art director Miranda Snow
issue no. 1
Assistant art director Aubrey Kurlansky Designers Miranda Snow, Aubrey Kurlansky
SEPTEMBER
ADVERTISING
Sales manager Wendy Ells wendy@preciousmetal.co.uk Display sales manager Wendy Ells wendy@preciousmetal.co.uk
PRECIOUS METAL
Head of classified sales Freya Malpass freya@preciousmetal.co.uk
General
Managing director Wendy Ells
i sPublishing s u e director n o Another . 1 Person Marketing director Someone Nice
Subscriptions Tough Cookie toughcookie@preciousmetal.co.uk
September 2007
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre Etiam suis vix frugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis inf eliciter deciperet concubine. Rures insectat saburre Utcunque Medusa suffragarit Pompeii. Augustus neglegenter agnascor zothecas.
contemporary art jewellery for makers,
Aegre gulosus suis miscere oratori. Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam agricolae senesceret Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras.
buyers and enthusiasts
PAGE 20 Aegre gulosus suis misc ere oratori S E P T E M B E R Apparatus bellis divinus con ubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam PAGE 33 Octavius vocificat verec undus rures Augustus Et adfabilis ruress pinosus praemuniet syrtes.
PAGE 42 Aegre gulosus suis miscere oratori Apparatus bellis divinus con ubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut PAGE 53 Octavius vocificat verec undus rures Nascor quadrupei Etiam optimus utilitasAugustus adfabilis ruress pinosus praemuniet syrtes.
PAGE 57 Octavius vocificat verec undus rures Nascor quadrupei Etiam optimus utilitasAugustus adfabilis ruress pinosus praemuniet syrtes. PAGE 80 gulosus suis misc ere oratori Apparatus bellis divinus con ubium santet cathedras Iam Augustus agnascor quadrupei Etiam optimus utilitas oratori vocificat matrimonii ut Caesar deciperet apparatus bellis Quamquam
C PRECIOUS METAL D
Hanne Behrens 10
TWISTED WIRES Wendy Ramshaw takes you through a step by step guide to extruding and twisting silver or gold wires
10
Satis fragilis umbraculi praemuniet
Matthew Ward
11
SEPTEMBER 2007
SEPTEMBER 2007
scandinavian style and impeccable craftsmanship combine in unique and timeless pieces
Wendy Ells
How is it done? Step by step guide
profile
PROFILE
Cathedras iocari umbraculi ellus Fortiter fermentet saburre
Hanne Behrens is a Danish artist who is known for her exquisite craftsmanship and the pure, clean lines of her designs. She studied under Arline Fisch and Mary Lee Hu and is a master of textile techniques such as weaving, knitting and plaiting, with gold and silver wire. In 2000 she was commissioned to make a brooch as a gift to Queen Margrethe of Denmark on her 60th birthday. She is the recipient of numerous grants and awards, including Bronze and Silver medals from the Best in Danish Craft and Design exhibition, and has exhibited in galleries and museums throughout Europe and the USA. “My work changes because of new techniques, inspiration and ideas. I tend to work best creating small series of related works, using the same technique but with different metal combinations, structures, shapes and surface treatments.” Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre Etiam suis vix frugaliter amputat Caesar Semper ossifragi plane comiter vocificat pretosius suis. Aquae Sulis infeliciter deciperet concubine. Rures insectat saburre Utcunque Medusa
suffragarit Pompeii. Augustus ne glegenter agnascor zothecas. Aegre gulosus suis miscere.
1
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-
2
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre
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lus agricolae fortiter fermentet saburre
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bel-
3
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre
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lus agricolae fortiter fermentet saburre
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre
Octavius vocificat verecundus rures. Apparatus bellis divinus conubium santet cathedras Iam Augustus agnascor qua drupei Etiam optimus utilitas oratori vocificat matrimonii Ut Caesar deciperet apparatus bellis Quamquam agricolae Syui enesceret Augustus Et adfabilis rures spinosus praemuniet syrtes. Catelli pessimus libere miscere cathedras. Aegre pretosius fiducias verecunde imputat rures Ut Octaius fermentet matrimonii. Apparatus bellis corru mperet umb raculi Semper fiducias praemuniet adfabilis saburre Ut umbr aculi comiter corrumperet zothecas. Utcunque rures spinosus miscere suis Quamquam bellus con cubine imputat oratori. Parsimonia cathedras verecunde tyc orrumperet incredibiliter quinqu ennalis matrim onii. Aegre verecundus zothecas deciperet fragilis saburre Quod cponcubine iocari verecundus matrimonii Etiam tremulus syrtes agnascor
C PRECIOUS METAL D
4
C PRECIOUS METAL D PRECIOUS METAL September 2007
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre
Satis fragilis umbraculi praemuniet saburre. Cathedras iocari umbraculi. Bellus agricolae fortiter fermentet saburre
AubreyKurlanskyDesign | London & Continental Stations and Property Limited - stakeholder launch
CASE STUDY
3
cover concepts
Stakeholder launch, and brand development for St Pancras International communication objectives
BACKGROUND •
St Pancras International reopens in 2007
•
Replaces Waterloo as Europe’s Eurostar terminus
•
Will carry over 50 million passengers each year
•
•
Position St Pancras as a world class destination station offering unparalleled levels of service and retail opportunities
•
Collateral Level •
Brochure – communicating with decision makers and stakeholders - needs to
Tell the ‘human’ story as to why the destination station has been created and
have a ‘consumer’ friendly tone of voice whilst at the same time communicating
With 15 platforms feeding Eurostar, high speed domestic links to Kent and
reconnect both the present and future of rail travel with
depth and breadth of the project as well as the ‘St Pancras’ vision.
Midland mainline to the East Midlands plus two subterranean platforms for
the past grand Victorian heritage
Thameslink services •
•
communications mix
•
Public facing
Create a sense of mood, ambience and destination presenting
Low awareness amongst the public of St Pancras and its impending
St Pancras as a place to meet and greet as well as a place for arrival
Eurostar status
and departure
sense of excitement and interest in what the new station will offer and a perfect
•
Capitalise on the strapline ‘Meet me at St Pancras’
opportunity to tap into the brand equity messages - can be emotive rather than
•
Build on and develop brand equity of St Pancras as a place where:
informative as hoardings that have a story to tell are far more engaging for the
Confusion with Kings Cross
•
Hoarding – communicating directly with the public at street level, conveying a
Victorian icon meets 21st Century Casual passer-by •
Signage and banners – another opportunity to communicate directly with the public this time conveying something of the ‘station’ experience and its physical presence through use of retail images and architect’s visuals.
•
Website – a site specific portal would allow the public to keep up to date with progress and share in the experience through web-cams and blogs increasing a sense of ownership and shared territory - helping build public loyalty and buy-in prior to the opening.
AubreyKurlanskyDesign | London & Continental Stations and Property Limited brochure concepts
AubreyKurlanskyDesign | London & Continental Stations and Property Limited brochure concepts
AubreyKurlanskyDesign | London & Continental Stations and Property Limited Hoarding
AubreyKurlanskyDesign | London & Continental Stations and Property Limited carrier bags
AubreyKurlanskyDesign | London & Continental Stations and Property Limited ADVERTISING
London to PARIS in 2hrs 15mins -
London to Brussels in 2hrs 5mins -
see Lille at 186mph
see MAIDSTONE at 186mph
Maidstone, England at 186mph
Lille, France at 186mph
Lille, France at 186mph
London to PARIS in 2hrs 15mins -
London to Brussels in 2hrs 5mins -
see Lille at 186mph
see MAIDSTONE at 186mph
Maidstone, England at 186mph
AubreyKurlanskyDesign
Thank You Contact me Work +44 (0)20 7287 4030 Mobile +44 (0)7831 142 945 e-mail - aubrey@aubreykurlansky.co.uk url - http://www.aubreykurlansky.co.uk