Let’s go on a journey together
It’s fair to say that some brands are more fun to work with than others. With MSC Cruises, a cold, wet, windy Wednesday morning at the desk, could be transformed by flights of sun-drenched fancy, as we were tasked with describing in Dr Suess-esque glory (“Oh, the places you’ll go”) the itineraries of exotic islands and the coasts of continents. And you learn so much – the key of course is in making it all sound authentic.
The art of travelogue
Travel writing is an art in itself, a mix of the finest detail typifying the bigger picture, without sounding too commercial. This is another great example of CONTEXT working closely with the brand’s marketing department, helping MSC to find unique ways of packaging a shore visit, along with effortlessly extolling the virtues of cruising the high seas, not least the constant flows of all-inclusive food and beverages.
What value did we bring?
The value of imagination, in a word. And then the copywriter’s art wrapped around it. MSC Cruises has its own distinct voice and vision, so whilst we’re off to the world, that comes with the responsibility to uphold their values, maintain a consistent voice and steer a content strategy that goes wherever those big white beautiful ships take them.
