Azamara Club Cruises Releases Unique Brochures
Azamara Club Cruises recently released new brochures and catalogues featuring photos taken by photography students.
“Our new destination guide (brochure) was designed to break through the clutter and say, ‘We’re something different,’ particularly through photography,” said Azamara President and CEO Larry Pimentel. “And that’s not easy to do, in an industry where the collateral material produced by the competition is generally quite excellent.”
To stand out, Pimentel and his team studied which mail consumers open and read. Pimentel and team paid particular attention to holiday materials sent by upscale retailers. “Upmarket retailers -- particularly during the holidays -- tend to produce materials in unique sizes, with dramatic photography and design schemes,” said Pimentel. “We concluded that having a unique size was one of the key reasons something got noticed first. So, we opted to follow suit.”
Azamara recruited five students obtaining their Master of Fine Arts degrees in photography at the San Francisco Art Institute and booked each to sail on Azamara Journey to conduct an extensive shoot in photojournalistic style. Each student was given a list of items on which to concentrate, and the entire group was directed by Signe Bjorndal, Azamara’s director of marketing, and Sharon Till, creative director at Till+Truong Design Works.
“The results were nothing short of stunning, illustrating many of the communities and cultures we visit through diverse lenses,” Pimentel said. “Our destination guide allows our guests and travel professionals to dress themselves in the experience and, for us, was an extremely cost-effective approach. It is a true win-win scenario.”
The Azamara destination guide measures 11-by-17 inches. The front cover exhibits a series of die-cut holes revealing brand-inspired phrases, while the back of the book features a pocket for insertion of itinerary summaries, deck plans, and other materials produced in a variety of languages for use around the world.
