WINDSTAR CRUISES
Windstar Cruises offers a casual luxury, small ship experience to people that often see themselves more as travelers than cruisers. Wax helped rebrand the Line and present itself as the non-cruise line for those looking for
a more immersive experience. We adopted a tone that sounds more like a conversation between travelers,
as opposed to the typical, bland cruise speak that tries to appeal to the masses.
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WINDSTAR BRAND PRINT
The Windstar re-brand positions the brand as the cruise line for travelers, whether they consider
themselves to be cruisers or not. With it's small ships, Windstar can take guests where other cruise lines can't.
To bring this to life, the Wax team developed content in locations off the beaten path including Morocco,
Vietnam, Europe and the Caribbean.
LEVERAGING THE BRAND VOICE IN RETAIL
INTRODUCING A NEW CLASS OF SHIP
In Spring 2019, Windstar took on the project of lengthening their three yacht style, Star Class ships.
This effort would increase capacity from 310 guests to 738 per ship. Additional revenue will be achieved by turning all staterooms into suites. The communication challenge will be to justify the higher price-point and assure current and future guests, as well as the travel trade community, that with the longer ships, still considerably smaller than
the mass cruise brands, Windstar remains committed to offering the best in small ship cruising.
LOGOS AND MARKS
STAR GRILL and Cuadro 44 are two new dining venues on the new Suite Class ships. WSE is the Alaska program that offers zodiak tours led by onboard naturalists. The Yacht Club is the newly upgraded loyalty program.
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WINDSTAR BRAND STYLE GUIDE
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WAVE BOOKING SEASON EMAIL CAMPAIGN AND LANDING PAGE
This Wave season email campaign was the first contact to potential cruisers in anticipation of a return to
sailing in a world still not free from Covid19. The objective was to reinforce the usual message of small ship
cruising while also addressing safety concerns people might have. The emails drove traffic to a landing page
that contained additional detail on the cruise experience and Covid protocals guests could expect.
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BACK TO SAILING EMAIL CAMPAIGN AND LANDING PAGE
Targeting a July 15th return to sailing date, the objective of the campaign was to reinforce brand attributes
and update potential cruisers on the ever changing Covid protocals. The emails drove traffic to a landing
page for additional information on itineraries and Covid protocals.
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WINDSTAR BRANDED CONTENT
Wax meets the ever increasing need for fresh content as our clients look to present their brand message.
An authentic brand voice is a difficult proposition to achieve through stock, so our model allows clients to maintain
consistent voice across all communication and social media platforms.
