Fred. Olsen
A warm, story-led new voice for Fred. Olsen Cruise Lines across website, email journeys, destination articles and social, deepening loyalty and drawing in new travellers.
The job
Deepening bonds, drawing new travellers
Fred. Olsen Cruise Lines is known for its smaller ships, curated itineraries, and warm, personal service. With a loyal customer base already in place, the next step was twofold: deepen the brand’s bond with existing guests and draw in a new wave of curious travellers looking for something beyond the typical cruise experience.
They weren’t just after more bookings. They wanted to build lasting connections with people who value character, culture, and discovery at sea.
The process
Leaning into feeling, not features
As Fred. Olsen’s creative partner, our goal was to re-energise the brand and broaden its reach, without losing its soul. We developed a new tone of voice that felt warm, inviting, and full of character — something that would speak to seasoned cruisers and new explorers alike.
Instead of leaning on facts and features, we leaned into feeling. We brought the brand to life through story-driven copy across every touchpoint: from the website and email journeys to destination articles and social content. We highlighted the charm of the smaller ships, the richness of each itinerary, and the human connections made along the way.
The outcome
They felt different
The response was clear. Website traffic saw a noticeable lift, driven by more engaging and discoverable content. The site evolved into a storytelling platform, part travel journal, part inspiration hub, that appealed to loyal guests and first-time visitors alike.
Social media and email channels also came alive with richer content, better engagement, and a stronger sense of community. In the end, Fred. Olsen didn’t just look or sound different. They felt different. And that made all the difference.
Selected work