2022 Cruise Campaign
Art Direction by Rachel Clements
Creative Direction by Christian Wojiechowski
Photography by Nick Pecori
Read more about the campaign via my editorial debut on the Graphis blog here.
Don’t let the other cruise ports hear about this…
Our creative campaign for cruising in and out of Port Canaveral helped make it the #1 cruise port in the world. Because the best way to get ready for a vacation is to take one.
Other ports are just that: ports. Cruising out of the Space Coast means your port is part of the vacation. Jump ship for out-of-this world experiences and memories that will last a lifetime—cruise not required.
Make the cruise the least memorable part of the port.
APPROACH
The goal was simple: Make Port Canaveral the world’s #1 Busiest Cruise Port. (Sorry, Miami.) Dethrone other Florida ports by making it clear that they will never have what we have. People are cruising out of Port Canaveral more than ever, but not everyone thinks to start or end their vacation on the Space Coast. Staying one extra day can give you more than enough reasons to love the Space Coast.
STRATEGY
When we say there’s a lot to do just steps away from the port, we mean it. The brand’s key differentiator rests on the incredible and unique experiences that are just steps away from the port. We created a research-based strategy that focused on highlighting the proximity to out-of-this-world attractions, 72-miles of coastline and memories that would last a lifetime.
EXECUTION
The winning idea was to show the concept quite literally: Design and build a totally-custom cruise ship gangplank and take it all over the Space Coast. Countless hours of planning, weeks of pre-pro, four days of shooting and lots of sweat gave us the stunning visual campaign you see before you. Each shot captures the raw uniqueness of the destination while communicating the ease of access from Port Canaveral.
