CREATIVE DIRECTION | CAMPAIGNS | DIGITAL | PRINTViking
OVERVIEWViking is the world’s leading cruise line and immensely proud of the experience it gives to its guests on both its ocean and river vessels.
Viking has a fleet of more than 100 vessels, offering river, ocean and expedition voyages exploring 21 rivers, five oceans and all seven continents.
Viking has an ever increasing amount of competition, and price is more and more the decider of choice.
Travellers initially perceive Viking as expensive because its pricing is more transparent than competitors. The value they receive actually far exceeds the financial cost.
THE PROBLEMTHE SOLUTIONWe reframed the apparent premium as confidence, comfort and completeness rather than cost.
Crucial to Viking’s success is the experiences it gives its guests as well as the quality of every vessel. The essence of this is threaded into every part of their brand language.
Viking stays out front despite increasing pressure from competitors underselling cruises going to the same destinations. And though some may try other cruise lines in the main, they return to Viking. This is through constant dialogue with their guests old and new across every channel. A constant and consistent narrative giving guests many reasons to keep travelling with Viking.
THE RESULTSMY ROLEShaping Viking’s brand ensuring consistent storytelling and visual identity across every touchpoint as well as pushing the brand language and ensuring it stayed true to Viking’s vision. I helped inspire emotional connections, market differentiation, and memorable brand experiences driving loyalty every time.
Created at Courts
Creative Director: Mike Abbott
Head of Production: Brendan Smith
Motion Designer: Tristan Prior
Head of Digital: Matt Daly
Account Manager: Laura Deller