River Cruising Brand-led Guest Journey For internal use only – June 2021
Welcome Welcome to the Emerald Cruises Brand-led Guest Journey Handbook, created to showcase how we bring our brand to life through the guest journey. Beyond just a memorable logo, our brand should be at the very core of everything we do. Whether that be on the telephone, when creating our website or whilst we are helping our guests explore our incredible world on board one of our Star-Ships. This handbook sets out to share the minimum, brand delivery expectations at each guest touchpoint so guests receive consistent delivery no matter what river they cruise on. Our River Cruising Brand-led Guest Journey Handbook is available to every member of our team, in every office and on all ships. Adherence to our brand’s ethos not only ensures we deliver beyond our guest’s expectations but helps our guests become our brand ambassadors, recommending us to their friends and family. As our brand evolves, so will our guest journey and so this handbook will be updated periodically. We also value feedback from you, our team. For ideas and comments, please contact the names on the back of the handbook.
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Contents 4
We are Emerald Cruises
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The Brand House
6 Emerald Cruises at a glance 8
Exceptional EmeraldVALUE
10 The Guest Journey 12 Research 16 Booking Process 22 Arrival 30 The EmeraldEXPERIENCE 42 Journey Home 46 Welcome Home 50 EmeraldEXPLORER 52 Brand Guidelines
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We are Emerald Cruises Since 1986, the Scenic Group has been helping guests discover new destinations, have extraordinary experiences and visit places in ways they didn’t believe was possible. We believe the world is an amazing place with beauty to be explored on every continent, across every ocean and along the many rivers in-between. In 2013 Emerald Waterways was conceived, designed to provide high quality cruise holidays at exceptional value for money. Each one of our state-of-the-art ships, known as Star-Ships, oozes contemporary style, with innovation at the heart of what has made us successful. Our indoor pool has a retractable roof and transforms into an evening cinema, while our all-weather in-suite balconies are the perfect spot for enjoying the passing landscapes in private. We are the first river cruise company to launch Activity Managers across our fleet of European Star-Ships and our Emerald Harmony Star-Ship, sailing the Mekong River, has been custom-designed to sail into the heart of Ho Chi Minh City. In 2020, with the announcement of our move into yacht cruising and the introduction of our Emerald Azzurra superyacht, we made the decision to change our name to Emerald Cruises to better represent our ever-expanding product range and exemplify our commitment to furthering our repertoire. Our guests expect great service and our staff revel in providing just that. From initial contact with our friendly reservations team, to our excellent kitchen and bar staff on board, our passion and dedication to providing a high level of service, shines through. State-of-the-art Star-Ships, innovation in cruising and the best people in the business. 4
The Brand House Defining Our Brand Brand Ambition
Brand Positioning
Brand Proposition
Key Target Audience
Long term purpose of our brand
How we position ourselves in the market
What we promise our guests
Who are our guests
Leading the way in high-quality, inclusive cruise holidays ensuring guests can discover the world in contemporary style at their own pace
Award-winning cruises at exceptional EmeraldVALUE
Wake up to a new discovery every day as you explore our incredible world
Aged 50-65, affluent and educated married couples with grown-up children Likely to have high-value savings and investments A sense of adventure and discovery but appreciate style and quality
Service Philosophy
Brand Differentiators
Brilliant Basics
Price Positioning
How we deliver our service
What sets us apart
Fundamentals we must deliver
Our approach Exceptional EmeraldVALUE
Exceed expectations
Contemporary fleet of Star-Ships
Exceptional service
Warm and approachable
EmeraldACTIVE programme and Activity Managers
Clean and comfortable cabins
Honest and transparent Best value (not just cheapest)
EmeraldPLUS excursions
Varied, locally inspired dining menus, with healthy options
Pool/cinema
Quality wines
Boutique approach
Immersive excursions
Genuine Happy and cheerful Professional and informative Luxurious Attentive
River Cruise Cover
Everything you need is included in the price, nothing you don’t
Safe and secure Strong corporate social responsibility
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Emerald Cruises at a glance Our Story Our aim has always been to provide unique and inclusive cruise experiences at exceptional EmeraldVALUE. This ethos has led to us receiving global recognition through multiple awards, along with a growing & loyal guest following, has enabled us to grow from a fleet of just two Star-Ships in our first year, to nine in 2021.
Our Guests Our guests are predominately affluent married couples living in high value, suburban detached homes. They appreciate good service and enjoy exploring while keeping healthy and active. With high value savings and investments, they look after their money and only like to pay for what they use.
Our Competitors There are many river cruise lines in the mid-range market but Emerald Cruises’ key competitors are Viking, Avalon, Riviera and APT. Emerald Cruises pricing is generally slightly higher than Viking and Riviera, due to the fact we have contemporary ships with a pool & cinema and offer more inclusions, while our pricing is slightly lower than Avalon and APT.
Our Personality Fresh, bold, modern, deluxe, active, friendly, fun, curious, innovative and competitive. All words to describe our brand personality. 6
Brand Differentiators We are proud to have many attributes that make our brand unique. From our award-winning contemporary fleet of Star-Ships with an indoor pool that transforms into a cinema at night, to our exclusive EmeraldACTIVE programme and our EmeraldPLUS excursions.
Brilliant Basics Our EmeraldEXPLORER loyalty guests love spending time with us and have come to expect consistency. This includes exceptional service, clean & comfortable cabins and immersive excursions. At meal time, our guests look forward to healthy & varied menus, accompanied with quality wines and drinks. It goes without saying we provide a safe & secure environment for our guests to relax in, and it has become increasingly important to show that we cherish our planet by upholding a strong corporate social responsibility.
Service Philosophy The Emerald Cruises service style is warm and approachable, professional and informative. We revel in exceeding our guests’ expectations. We remain happy & cheerful at all times, while having fun when appropriate.
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Exceptional EmeraldVALUE Our inclusive promise ensures complete peace-of-mind. Flights (where offered), transfers and tips are included in the price our guests pay, as well as a selection of dining options, complimentary drinks with lunch and dinner, and insightful excursions. This and more is part of our promise for exceptional EmeraldVALUE, all they have to think about is enjoying their holiday.
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So much is included... ■
Airport transfers to and from the Star-Ship.
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Extra-special excursions and experiences courtesy of our EmeraldPLUS and EmeraldACTIVE programmes.
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Stylish accommodation on board our innovative Star-Ships.
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Spectacular innovations like an indoor pool which transforms into a cinema.
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First-class service from an English-speaking crew.
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All on-board meals including a collection of highlight dinners at Reflections Restaurant, or breakfast and a light lunch at The Terrace.
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Knowledgeable local guides at every destination.
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Complimentary Wi-Fi on board.
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Complimentary wine, beer and soft drinks to accompany lunch and dinner.
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Complimentary bicycles on board most of our Star-Ships.
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From luscious lattes to creamy cappuccinos, our state-of-the-art coffee machines are there to enjoy throughout the cruise.
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Earn EmeraldEXPLORER loyalty points for every Emerald Cruises river cruise, entitling you to exclusive benefits.
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Complimentary water restocked daily in the cabin.
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Complimentary River Cruise Cover.
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Enjoy an included EmeraldEXCURSION almost every day of the cruise.
All airport taxes and port charges.
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Visits to UNESCO World Heritage-listed sites.
PLUS all tips are taken care of
What’s not included: • Independently booked (not part of our package) flights inc. air taxes. • Passport, visa and vaccination fees. • Independently booked transfers to/from the Star-Ship. • Wellness treatments & laundry service. • Alcoholic and soft drinks outside of those included with lunch & dinner. • DiscoverMORE optional excursions. • Transfers to/from pre/post hotels booked under own arrangements. 9
Guest Journey
Research • Offline Marketing • Online Marketing • Website • Brochure
Arrival Booking Process • Reservations/Contact Centre • Building Excitement
• Flights • Airport Meet & Greet • Transfers to Star-Ship • Star-Ship Check-In • Guest Sanctuary
EmeraldMOMENTAA 10
Emerald Cruises seek to deliver an element of ‘under promise and over deliver’, as this allows us to successfully exceed guest expectations. That’s why we’ve created EmeraldMOMENT, a selection of ‘wow’ experiences, designed to ensure every one of our guests’ holidays lives long in their memory.
Journey Home The EmeraldEXPERIENCE • Dining • Guest Facilities
• Final Port Talk • Disembarkation Day
Welcome Home • Welcome Home Communication • Follow-Up Marketing
• EmeraldPLUS • EmeraldACTIVE • EmeraldEXCURSIONS • DiscoverMORE • Cruise Highlights 11
Research • Offline Marketing • Online Marketing • Website • Brochure
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Research
Emerald Cruises offers a premium product, one that is a considered purchase for our guests. We must ensure we provide potential guests with all the information they need, in a way that is consistent with our global brand guidelines.
Offline Marketing
Our brand guidelines book includes guidance on our logo, colour palette, imagery and tone of voice.
Press advertisements, television and radio adverts need a clear commercial message, in line with current online campaigns, and support each other in order to create a joined up strategy.
(See pages 52-55 for more details) BRAND GUIDELINES 1st March 2021
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Although the internet has become one of the first places people go to for information, our offline marketing provides an excellent opportunity to create awareness of our product and remains one of our top methods for reaching large groups.
Research Online Marketing
Website
Brochure
As online marketing continues to transform our business, our website enables us to showcase our product, prices, offers and contact details. We also need our PPC campaigns and emails to echo such messaging, using any themes, photography or wording to add strength.
Our website should be easily accessible to view on all platforms and the look and feel of the website must reflect our brand, i.e. deluxe, contemporary and innovative.
Brochures are a hugely important part of the Emerald Cruises offering. Considering our target demographic, many will prefer to receive a brochure than to actively look for their chosen itineraries online, so ensuring its content is succinct and uncomplicated, with much in the way of photographic accompaniment, is imperative.
Our emails will give us a greater understanding of how engaged our recipients are, so we can adapt our outreach to suit what’s working for us. Social media allows us to directly engage with our target demographic, while enabling us to grow our brand voice and build relationships.
It should be best in class and deliver clear, relevant and interesting content with links to additional information. It must prominently display our Brand Differentiators (KSPs) and should include (but not be limited to) full itineraries, latest availability and pricing, destination maps, guides and videos, for a great guest journey. All leading to the visitor ending their session armed with everything they need to know before they book.
Of huge importance to the customer’s research stage, similar to the website, it should reflect our brand guidelines, while providing detailed information on full itineraries and our Brand Differentiators.
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Booking Process •R eservations/Contact Centre
• Building Excitement
Key: 16
EmeraldMOMENT
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Booking
It’s incredibly important for both potential guests and travel agency partners to feel confident in our service. Building a rapport is a priceless quality if we want guests to travel with us again, and agents to continue recommending us. From the moment we receive a call, to the minute they, or their guests, return home, Emerald Cruises must be on-hand to assist and guide.
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The Four Pillars The four pillars of our Reservations/Contact Centre service are: • Make it easy. • Do it right. • Deliver Value. • Make it personal.
Booking Reservations/Contact Centre Our Reservations/Contact Centre is the first port of call for our guests and agents, so it’s imperative that our cruise experts set the right tone straight away.
• The call should continue in a polite and professional manner, adhering to a consistent call structure or script across all markets.
• Our team are required to answer the telephone with a warm and friendly welcome. For example: Good morning welcome to Emerald Cruises, how may I help you?
• It’s important to listen and be knowledgeable, so we can give the most relevant and useful response. With this in mind, it is essential every member of our team continuely educates themselves through training.
• To enforce this welcoming approach, we should ask the caller how they would like to be addressed. For example: David/Mr Winterton. • We need to consider any advanced information on the caller, for example if they’re an EmeraldEXPLORER loyalty guest, if they have travelled with us before, or made a previous enquiry.
service ensuring the guest is happy and fully informed throughout the process. • Guests can book directly by calling our call centre or via their preferred travel agent. • Travel partners can book either via the call centre or via our Expressbook online booking system.
• We expect our team to deliver sales through service, they must be able to promote and upsell our additional services such as extensions, DiscoverMORE and cabin upgrades. When guests or their travel agents are ready to book their cruise with us, Emerald Cruises offers different ways to make a booking, all should offer a seamless 19
Building Excitement Once the booking is confirmed, it’s important we continue to build guest excitement with timely emails and crystal-clear quality documentation. Documentation inclues, but not limited to: • Booking confirmation – at time of booking. • Payment reminder – 1 week prior to final payment date (i.e. 97 days). • Payment confirmation – once full payment has been taken. For further details of all documentation and expected delivery dates, please refer to the global Operations SOP.
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Booking Buildin
Trip Personaliser
Emails should include tips, advice, maps, guides on what to wear/pack, what to expect on board, Star-Ship facilities plus airport and destination information.
Prior to travel, all guests (or travel partners) are required to fill out the Emerald Cruises Trip Personaliser. This is a secure on-line information portal where the information is utilized by both ship and land operations to ensure the highest level of service is provided to guests upon arrival in their destination.
Final documentation should be sent out 30 days prior to departure and include a full itinerary, airline tickets (if booked through Emerald Cruises), luggage tags, emergency numbers, maps, guides, additional extension/hotel documentation (if applicable) and the relevant EmeraldEXPLORER luggage.
Trip Personaliser is to be finalized at time of final payment. After which it will then be locked and the magic of the Emerald Cruises operations team takes over Information includes: • Contact details. • Flight/transfer information. • Dietary/mobility forms. • Loyalty preferences for documents. 21
Arrival • Flights (if applicable) • Airport Meet & Greet • Transfers to Star-Ship • Star-Ship Check-In • Guest Sanctuary
Key: 22
EmeraldMOMENT
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Arrival
In order to provide the complete deluxe experience, we need to operate a seamless travel strategy. For this reason, we will always try to offer the best flight options (if booked by Emerald Cruises), have someone waiting to greet guests in ‘Arrivals’, and provide high quality transport to transfer them to and from the airport, and to where their Star-Ship is docked.
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Arrival Flights
Airport Meet & Greet
If we are booking an inclusive package:
This part of the journey must be seamless and function as follows:
• Flights should ideally be direct on full-service airlines, like British Airways, Qantas, Air Canada and American Airlines. • For the convenience of our guests, we may provide the option for indirect flights, travelling with a selection of low cost airlines from their preferred choice of regional airports.
• Greeting by an Emerald Cruises representative in arrivals hall. • Smartly dressed, with welcoming smile . • Holding a visible dual-branded sign with guests name showing. • Reps should address guests as ‘Mr & Mrs’. • Reps provide clear & precise details on the transfer process and expected timings. • Time between initial meeting and departure of transfer should be no longer than 60-90 minutes.
Transfers to & from the Star-Ship • Clean and modern coaches, minibuses or cars with Emerald Cruises branding, should be used. • Every driver (if different to airport representative) should be smartly dressed and introduce themselves with a smile, before asking the guests to board while they stow the luggage. • Before departing, the driver should explain the transfer process, including time to the Star-Ship, details of any rest stops, procedures and also the process when arriving at the Star-Ship, i.e. that their luggage will be taken off the vehicle and delivered to the reception, where they check in. 25
Star-Ship Check-In First impressions count. Our guests may be tired from their long journey and we must ensure we make the best first impression. Walking onto our Star-Ships and seeing our atrium, with its stunning light display, truly is a ‘wow’ moment and we need to ensure our welcome lives up to this.
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Arrival As the transfer coach arrives:
As guests proceed to check-in:
• Emerald Cruises branding should always be present, i.e. canopy or gangway banners.
• They should be greeted with a friendly smile before being taken through a quick check-in.
• It should be greeted by Emerald Cruises staff.
• A crew member should then personally escort our guests to their cabin.
• All guests should be escorted onto the Star-Ship with luggage being delivered to the reception by staff. • Once on board they should be greeted by the cruise director, the activity manager, the hotel manager and/or, preferably, the captain. All in full Emerald Cruises uniforms, their tone throughout the check-in stage should be welcoming, warm, friendly and approachable, with additional assistance on stand-by.
• Crew members must carry luggage for the guests. • In the event of a full coach arriving together, guests should be invited into the Horizon Lounge, offered a complimentary drink and asked to check-in individually.
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Guest Sanctuary The minute they walk into their cabin after a long journey, we want our guests to be truly taken aback by their very own sanctuary of calm. Seeing the deluxe bed with luscious linens, the flat screen TV and infotainment system, as well as their drop-down window (excludes staterooms), should be one of those special moments that they will never forget.
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Arrival As our guests arrive to their cabin:
• Air conditioning
• Staff members should open the door while explaining and exemplifying the key function, before inviting guests to walk in first.
• Do not disturb button
• Guests should be welcomed to their cabin in a warm and friendly manner, before an informative explanation of the cabin facilities. This must include:
• Before leaving, every staff member should ask if there are any questions or if they can be of further assistance.
• Luggage storage (under bed) • Bathroom facilities including hidden storage • Drop-down window • Mini-bar and safe • Infotainment TV, Wi-Fi, QUIETVOX® audio system • Star-Ship directory
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The EmeraldEXPERIENCE • Dining • Guest Facilities • EmeraldPLUS • EmeraldACTIVE • EmeraldEXCURSIONS • DiscoverMORE • Cruise Highlights
Key: 30
EmeraldMOMENT
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The EmeraldEXPERIENCE
Dining We believe food plays an important part in our guests travel experience, that’s why we want our chefs to carefully craft delicious menus using seasonal and regional produce and our sommeliers to handpick wines influenced by the path their Star-Ship is travelling. From decadent five course fine-dining, to light bites with breath-taking views, not forgetting, complimentary beverages with lunch & dinner.
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The EmeraldEXPERIENCE
Reflections Restaurant
The Terrace
The heartbeat of our food and beverage service, serving breakfast, lunch and dinner, the Reflections Restaurant should offer open seating with tables for two to ten guests. During the service, waiters should explain each menu choice along with the wine options.
This indoor/outdoor space is a spectacular setting to soak up the scenery, and it’s a great alternative to the more formal service in the Reflections Restaurant. With our growing EmeraldACTIVE programme, the food on the Terrace should be mindful of our guests’ active and healthy lifestyle
• Breakfast – a buffet-style breakfast including cold and hot options along with an egg station with chef on duty through-out.
• Light Breakfast – this should consist of a selection of cereal, yoghurts and muffins along with at least two juice options.
• Lunch – a good selection of buffet options along with a full three course meal. Topped up with unlimited wine, beer or soft drinks.
• Light Lunch – this should consist of a choice of sandwiches, muffins and a hot plate option. Staff from the Horizon Bar should also be offering included wine, beer and soft drinks.
• Dinner – the Reflections Restaurant turns into a fine-dining restaurant, offering the option for a five-course dinner with locally-sourced wine.
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Guest Facilities Reception & Cruise Director Desk
Horizon Bar & Lounge
Sun Deck
As the centre point of our Star-Ships, the reception area will be a busy place. Emphasis should be kept on keeping the area clean and uncluttered. The reception desk must be manned at all times (24/7). When approaching, guests must be greeted in a friendly manner and their enquiry dealt in a professional manner. The cruise director’s desk should be kept tidy at all times, with only relevant information left out (i.e. sign up forms).
Our spacious and contemporary meeting place throughout the day and evening. It should be kept clean and inviting. Sufficient staff should be on hand to help and serve guests at all times. Service style should be friendly, efficient with a “nothing is too much trouble” attitude.
The Sun Deck should be kept clean and tidy at all times, with deck chairs and games facilities, such as tic-tac-toe and putting green, placed in their proper places and in working order. Waiters should make regular visits to the Sun Deck to offer a drinks service from the bar. Empty glasses and coffee cups should be cleared promptly. Procedures should be observed for wiping down furniture and drying puddles after rainstorms. Following low bridge passage, sunshades and furniture should be restored to an upright position in a timely manner.
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The EmeraldEXPERIENCE Pool/Cinema/Riverview Lounge Fitness Room
Massage & Hairdressers
Our oasis of calm at the back of many of our StarShips. During the day the pool area should be kept clean and tidy. The bar & coffee area should be kept stocked with a waiter present or via telephone. Cinema evenings must happen at least 3 times per 8 day cruise and 6 per 15 day cruise. The pool switches to a cinema during dinner, with the floor being dried and seating arranged. On other evenings the Riverview Lounge should be set up, allowing guests to quietly sit reading a book or chatting with new friends.
Available through sign up at Reception, guests should be welcomed in to the clean and tidy area and given clear instructions on individual treatment. Massage, manicure and pedicure, facials and hairdressing carry an additional charge, which guests should be made aware of.
Our fitness area is an important part of our EmeraldACTIVE offering. It should be kept clean throughout with a number of fresh towels and water available. The area should be checked regularly with equipment cleaned and sanitized daily. A minimum number of weights should be present – 4 bars and 4 x 10kg, 4 x 5kg, 4 x 2.5kg and 4 x 1.25kg – along with 1 cycle machine, 1 rowing machine and 1 bench.
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Bavarian band on board
Keukenhof Gardens visit
EmeraldPLUS Our EmeraldPLUS activities are designed to offer a more in-depth and immersive experience of the local culture. • We expect each activity to be of high quality, informative, educational, entertaining, fun and memorable. • Not forgetting, as part of our promise of exceptional EmeraldVALUE, they’re all included in the price. EmeraldPLUS criteria: • Preferably exclusive or at least have an exclusive element to the activity. • Provide a more indepth experience into local culture/destination. • Must rate above 9.5 in terms of quality.
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Provençal dinner with Chef Fabien Morreale
The EmeraldEXPERIENCE Home-hosted coffee & cake with a Slovakian family
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EmeraldACTIVE Our guests are young at heart and, more than ever, want to keep active while on holiday. Our EmeraldACTIVE programme should be designed with this in mind.
• Throughout the cruise the activity manager must provide a variety of quality on board entertainment and dance classes. • Many of our Star-Ships carry a number of bicycles:
• Our activity manager must organise our EmeraldACTIVE programme of activities and excursions.
• Bikes must be maintained and fully working at all times. Bikes that are broken or damaged must be reported to the Ops team so they can be repaired.
• Each cruise must comprise of a collection of walks, hikes and bike rides designed to keep guests active during their river cruise.
• It is the duty of the activity manager to organise the hire of our bikes, this includes ensuring guests complete a declaration form.
• Yoga, Pilates and aqua-aerobics classes must also be offered.
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The EmeraldEXPERIENCE
EmeraldEXCURSIONS Our daily excursions are created to be a general overview/introduction to each destination we visit, allowing our guests to be confident in exploring further at their own pace. • We want our excursions to be informative, timely and insightful. • At the end of each tour we expect the guests to be advised of their options regarding their return to the Star-Ship. • Guides taking our excursions should be confident, knowledgeable and smartly dressed (no ripped jeans, t-shirts or shorts). • Guides must have a good command of the English language and be mindful of the needs of individuals within their group, i.e. adapting to the pace. 40
The EmeraldEXPERIENCE DiscoverMORE Designed to give our guests an opportunity to experience additional local sights and culture. • This is a paid for option, so each DiscoverMORE must deliver an experience that is not easily or independently obtainable, yet must always provide exceptional EmeraldVALUE.
Cruise Highlights During every cruise, we want to provide our guests with exciting moments, sure to be a highlight of their cruise. Highlights may include: • A complimentary drinks reception on the Sun Deck, as we pass historic landmarks or areas of outstanding natural beauty. • An evening cruise along the Budapest stretch of the Danube • A Porto illumination cruise. • Lock parties, complete with complimentary beverages.
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Journey Home • Final Port Talk • Disembarkation Day
Key: 42
EmeraldMOMENT
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Journey Home
Final Port Talk
Disembarkation Day
Time to Say Goodbye
Luggage
Check Out
• Provide clear and precise information of the forthcoming departure process.
• Luggage labels to be issued and placed in cabin the evening prior to departure.
• During the final port talk, the cruise director should promote and give helpful guidance on completing the customer survey questionnaire (CSQ). It is important we gain feedback to improve our services.
• Luggage to be collected from outside each cabin and stored ahead of transfer to airport.
• A final bill should be delivered to the cabin the evening prior to departure, allowing guests to ensure accuracy.
• With discretion, cruise directors must point guests towards the Cruise Critic website. 44
• At check-out time, offer a smooth and speedy check-out service with a smile, expressing a desire to welcome them back on board soon.
Journey Home Farewell
Transfer to the Airport
At the Airport
• Present at the time of disembarkation are:
Similar to the transfer to the Star-Ship, the return transfer is crucial in making a lasting memory.
• Guests should be escorted to the correct departure area, as close to the relevant door as possible, to eliminate any unnecessary walking with potentially heavy luggage.
• The cruise director • Activity manager • Hotel manager • Reception staff • This final impression counts, so all staff should be attentive, friendly and saying goodbye with a smile.
• The journey should be made in clean, modern coaches, minibuses or cars with visible Emerald Cruises branding. • The driver should be smartly dressed and introduce themselves with a smile, as they ask the guests to board while stowing the luggage.
• The representative should wish our guests a safe journey home.
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Welcome Home • Welcome Home Communication • Follow-Up Marketing
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Welcome Home
Our guests’ holiday may have ended, but we want to ensure our relationship with them continues. It is important to keep in contact with them, as we intend to build our loyalty base. We’ll send them a welcome home communication and a series of follow-up marketing campaigns, to inspire them to travel with us again in the future.
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Welcome Home Welcome Home Communication
Follow-Up Marketing
As our guests arrive home, we should deliver a personalised ‘welcome home’ email, including:
• Follow-up marketing should be timely and relevant. For example, guests who cruised the Danube should be sent alternative itinerary promotions, such as along the Rhône, Douro or Mekong rivers.
• Images of destinations they have just experienced with us. • Details of the EmeraldEXPLORER loyalty scheme such as tier levels, rewards and how much the guest needs to reach the next tier (see pages 50-51).
• We must also follow up on any feedback our guests have given us while on board, or via the customer survey questionnaire.
• Details of the EmeraldEXPLORER refer a friend scheme. • Details of Cruise Critic, to encourage them to write a positive review of their cruise with us.
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EmeraldEXPLORER We’re extremely proud of our continued commitment to providing great river cruises in Europe and beyond. And, as we continue to grow, we’re delighted that so many of our guests return, fascinated by the wonderful travel opportunities we provide and eager to embark on another. With this in mind, the Emerald Cruises loyalty club, EmeraldEXPLORER, rewards our guests for their loyalty and earning points couldn’t be easier.
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EmeraldEXPLORER
Upon returning from their first river cruise, our guests will automatically become a member of our EmeraldEXPLORER loyalty club, entitling them to exclusive benefits, including savings on future cruises, advance notice of new itineraries and much more.
EmeraldEXPLORER Points Earned
Welcome Home voucher Refer a Friend scheme
1 – 4,999
5,000 – 9,999
10,000+
£100 per person
£150 per person
£200 per person
£100 per booking discount £100 per booking discount £100 per booking discount for both referrer & friend for both referrer & friend for both referrer & friend
Complimentary luggage with each trip
Rucksack
Rucksack or satchel
Rucksack, satchel or cabin case
Exclusive member-only savings and offers
Exclusive advance notice of brochure launches
Exclusive EmeraldEXPLORER magazine
Exclusive invitations to events
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Brand Guidelines Logo
Logo misuse
The Emerald Cruises logo must always appear in full at all times, i.e. with wave and the words Emerald Cruises, and as one full colour (Emerald green, black or reversed out).
What not to do with the Emerald Cruises logo:
The minimum clear space that should always surround the logo is shown here. It is the equivalent to the height of the ‘E’ in the logo.
• Do not add to the logo
• Do not stretch the logo • Do not change the colour of the logo • Do not use the logo without the waves • Do not put the logo on an image and use a colour where it can not be read
The minimum height should be 10mm.
• Do not add background strokes, gradients, drop shadows, reflections or anything else to the logo
10mm 26mm
Previous Logo This has ceased to be used from March 2021 and should not be present on any materials.
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The Deluxe River Cruise Company
Sub Brands
Emerald Cruises uses two main fonts:
We have a number of Emerald Cruises sub-brands used to add strength to our USPs. These are to be used across all written correspondences and should be used whenever references to them are made.
Raleway Use for the main titles on marketing material, as well as on sub-titles i.e. Raleway Bold would be used for the title and Raleway Medium would be used for the subtitle. Or Raleway Medium would be used for the title and Raleway Regular for the subtitle. Please note: title case should not be used. Tracking: 0 or can go down to -20 but no lower. Font size: The subtitle should be three quarters the size of the title i.e. title is 16pt / subtitle 12 pt. However, judgement should be used if this rule doesn’t work by eye.
EmeraldPLUS Exclusive experiences taking guests right to the heart of the culture of every destination they visit.
Brand Guidelines
Fonts
EmeraldACTIVE Referring to the daily excursions geared to our more active guests.
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz0123456789
Gotham Narrow Gotham Narrow Light will be used on the body copy in marketing material. Where Gotham Narrow Light does not show up very well, i.e. on a specific colour, Gotham Narrow Book can be used as the body copy.
EmeraldEXCURSIONS
DiscoverMORE
The brand term for our included daily excursions.
A selection of enhanced experiences allowing guests to explore further and add depth to their river cruise. (at an additional expense)
EmeraldVALUE
EmeraldEXPLORER
The brand term for our dedication to providing great value for money.
The Emerald Cruises loyalty scheme and the name of our loyalty magazine.
Please note: for the brochure the minimum font size should be 9pt. Tracking: 0 or can go down to -20 but no lower. Font size: Body copy should be no lower than 8pt. Only in very exceptional circumstances can the font size go any lower i.e. very small advert sizes etc. A a B b C c D d E e F f G g H h I i J j K k L l M m N n O o P p Q q R r S s T t U u V v W w X x Yy Z z 0 1 2 3 4 5 6 7 8 9
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Brand Guidelines Colour Palette Primary colour palette Primary Green and Pale Green always with white.
Secondary colour palette Most used for offers and promotions.
EmeraldGREEN
EmeraldPALEGREEN
C:62 M:23 Y:33 K:24
C:51 M:0 Y:13 K:11
LIGHT
Other colours in the palette free to use and apply if the secondary palette is not in use in the same.
DARK
EmeraldORANGE
EmeraldRED
C:26 M:91 Y:14 K:38
C:0 M:60 Y:99 K:1
C:0 M:100 Y:100 K:0
DARK
LIGHT
DARK
LIGHT
DARK
EmeraldPEACH
EmeraldDARKBLUE
EmeraldLIGHTBLUE
C:0 M:61 Y:49 K:21
C:98 M:55 Y:33 K:19
C:100 M:40 Y:0 K:0
LIGHT
DARK
LIGHT
DARK
EmeraldYELLOW
EmeraldDARKGREEN
C:0 M:24 Y:80 K:0
C:90 M:43 Y:50 K:42
LIGHT 54
LIGHT
EmeraldPURPLE
LIGHT Tertiary colour palette
DARK
DARK
LIGHT
DARK
LIGHT
DARK
Brand Guidelines
Thesaurus Brand Language Emerald Cruises
Inclusive
Star-Ship
Award-winning
Always title case and always the full name. Never just ‘Emerald’
Instead of ‘all-inclusive’
Hyphenated with capital ‘S’
Always hyphenated
State-of-the-art
World-class
UNESCO World Heritage-listed
Bikes
Always hyphenated
Always hyphenated
Always include the whole phrase
Not eBikes
Reflections Restaurant
Horizon Bar & Lounge
The Terrace
Sun Deck
Located on the Vista Deck of every Emerald Cruises Star-Ship and the centre point of our on-board dining experience.
A spacious and contemporary meeting place at any time of the day, with comfortable seats and a fully stocked bar. Where entertainment takes place on selected evenings.
At the front of your Star-Ship, this indoor and outdoor space is the perfect spot to enjoy the river views. Here you can enjoy a light breakfast or lunch, or grab a drink and take it outside to admire the passing landscapes as you sail.
At the top of every Star-Ship, enjoy views of the river from this wonderful vantage point. Complete with deck chairs, noughts and crosses and a walking track. On board Emerald Radiance, sailing the Douro in Portugal, you’ll find the heated spa-style Serenity Pool.
Onshore Always one word
Star-Ship Specifics
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For further guidance and to put forward additions, please contact: David Winterton
Elisabeth Sadler
Global Director of Brand and Marketing David.Winterton@emeraldwaterways.co.uk
General Manager – Product Development Elisabeth.Sadler@emeraldwaterways.eu
