Brand Manifesto
What Virgin Voyages brings to this audience is not just a trip, but unforgettable stories of joy and escape from the monotony and humdrum of everyday life. And core to this promise is our unique truth - we are the only cruise on the open seas designed specifically for adults.
As we think about how to position this as a singular brand point of view, we know the key is tying this unique feeling of joy, happiness, and optimism to the definition of a Voyage in people’s minds.
In order to do so successfully, we have to be true to the idea of elevating experiences to being truly joyful. They come to life and mean something different for everyone but the connection is bringing joyfulness.
Our job is not to tell people what a Voyage is, but to inspire it in their own minds. What brings you joy? To bring to life the myriad ways that each of us can experience that feeling and be elevated by a voyage.
Brand Platform
There’s no denying that being on the ocean is alluring. The call of sea is resonant. In fact, we love it so so much that at some point we invented sailing. A way to immerse ourselves in the beauty of the seas, and indulge ourselves in all the wonder life has to offer.
And then somewhere along the line, the sea became less of a place of awe and a little more a sea of sameness.
Not a bad thing. Just not that exciting.
But to Voyage is different.
To Voyage is to reflect back on the glory days of sailing across the seven seas…when it was was about discovery and not being pinned down in a daily grind…and instead spending it out there…exploring..or just soaking it up letting joyfulness flow as easily as the water below us.
Not because someone tells us this is what vacationing should be, but because it just is.
So whether you find joy in in new adventures, or bonding over new cuisines with unexpected friends, or sitting on a daybed as the sun warms your skin, or drinking your favorite new drink in cool bar, or dancing under the bright scarlet lights or simply doing nothing beneath open skies - this is your story, your memory, your experience.
Now we’re Voyaging
Let’s Break It Down
Now we’re Voyaging is a platform with a point of view on how to travel - from the types of journeys to the types of experiences. A Voyage isn’t just about where you go - it is an attitude about how you go.
The call to action that invites travelers to experience Voyaging for themselves.
Construct
We believe this powerful catchphrase will encourage us to be better and to deliver an elevated and distinct experience for our Sailors.
Your invitation to a better way.
We encourage action and to make sure you ‘seas the day’
This is about our different travelers all being part of this.
There is wonder in being together.
This challenges us to keep our focus on elevating the experience and create epic vacations for our sailors.
BRAND PLATFORM IN PRACTICE
BRAND PLATFORM IN PRACTICE
The Characteristics of Voyaging
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All-Inclusive
Not just in the way cruise lines mean it. Whether it be Sailors or Crew, we welcome everyone onboard, and we represent it throughout our communications.
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Open
Being on the open seas with us means you are free to be yourself — or whoever you want to be onboard. No judgement, ever.
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Human
We put the people onboard first, which means everything we do and say is designed from the perspective of those onboard — not for the business or the brand.
Our Tone of Voice
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Heartfelt
Genuine and sincere, reflective of the personal perspectives of Sailors and those onboard.
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Smart
Sophisticated and witty, meaningful.
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Joyful
Elevates the emotive and sensorial experiences onboard in ways that are aspirational and magnetic, but not unrealistically or unattainably.
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Engaging
Invites audiences to interpret in their own way as part of the collective experience of Voyaging.
Our Creative Idea:
Don’t just bring to life the experiences and features, capture the feelings of voyaging.
Our Comms Idea:
Don’t just tell stories of joy, inspire Sailors and First Mates to make stories of
their own.
Key Comms Pillars
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Invite Sailors to imagine what might happen on a Voyage.
This is WHY we Voyage.
We will use micro-narratives that illustrate the transformational nature of Voyaging.
We will tell an active story about an emotional benefit or outcome of a Sailor’s overall journey on a Voyage.
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Transport Sailors to the vibe of a Voyage.
Capture the realization of WHAT makes a Voyage.We will illustrate an experience within a Voyage that communicates a moment of joy facilitated by a Virgin Voyage feature or amenity.
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Show Sailors HOW to make their own Voyage happen.
We will use calls to action that invite Sailors to experience the liberation of travel you can only experience on Virgin Voyages.
We will entice Sailors to Voyage through unique proof points and offers that convince them to travel through to completion.