Client: Swan Hellenic

Swan Hellenic was relaunched in July 2020 to proudly advance the spirit of cultural expedition cruising the company pioneered in the 1950s. Building on its British roots, the new company has a distinctly cosmopolitan culture dedicated to providing guests with global opportunities to see what others don’t. I worked with its talented and dynamic marketing team to create website, social media and PR copy.

Arriving just as the COVID pandemic was taking hold, with its first ships still under construction and its trailblazing itineraries yet to be finalised, there was little that Swan Hellenic could show for itself during the early months of establishing a social media presence. So we majored on its unique vision in an entertaining way, following a campaign approach that combined teasing British humour with creative concepts anchored in experiences of adventurous discovery. We then transitioned to a countdown strategy that highlighted every new development, from the progress of each ship’s construction through to their launch, the unveiling of unique itineraries and appointment of world-leading chefs, subject experts and expedition guides. This helped build strong consumer and influencer relationships together with a steady increase in followers to create an effective funnel for sales.

Here are some examples of our early posts on Instagram: