NOVA STAR CRUISES
A journey as great as the destination.
Brand Identity, Creative, Advertising
Nova Star Cruises provided ferry services connecting the state of Maine with the Province of Nova Scotia, in Canada. More than just a transportation provider, Nova Star offered an entertainment experience onboard a state-of-the-art cruise ferry. With natural beauty and adventure awaiting passengers travelling in either direction, there was nothing quite like it operating in the region.
Nova Star had luxury amenities, a cutting-edge vessel, and beautiful ports of call. Saltwater had plenty of things to focus our marketing on. The challenge, though, was overcoming Nova Star's predecessor. Outdated and uncomfortable, a ferry had previously run the same route from Portland to Nova Scotia, ending its service only months before Nova Star launched. Differentiating this new cruise service from its downtrodden antecedent would be the hurdle we'd need to overcome.
Nova Star took a whole-of-business approach to overcoming this challenge, and offered a service that stood head and shoulders above the memory passengers may have had of what came before. Saltwater embraced all the opulence and options that the journey offered, from fine dining to gambling, and positioned Nova Star as an entertainment experience and an adventure. A dull way to get from Point A to Point B this was not.
An integrated campaign, including out-of-home, digital and print advertising, was developed and executed for Nova Star Cruises to meet the specific needs of its three different target audiences, with an overall emphasis on developing a base of repeat customers.