Launching a new global travel brand from the ground up.
TEASER PHASE
The teaser: the X arrived before the brand did, revealed post by post across the feed.
Cirque du Soleil - River Dance to tease out the X
The teaser idea: the world turned upside down. The way you see it is about to change.
Launch: "This Is How We River," carried across every channel.
Launch Phase
The brand voice: every line written to sell the river.
Experiential: in Amsterdam, we built trade show booths that let the travel industry step aboard ships that didn't exist yet.
