Crown Travel Case Study
Crown Travel, which now trades as Le Boat and is part of the TUI Travel group of companies, provides self-drive cruising holidays in UK and Europe. The three Crown fleets – Crown Blue Line, Connoisseur and Emerald Star in Ireland – have more than 90 years’ combined experience in offering the best self-drive cruising holidays in Europe in the most stylish fleet. Together, they give the chance to explore some of Europe’s most beautiful canals, rivers and lakes, departing from more than 40 bases in 8 European countries.
The brief
Our brief was to encourage first-time cruisers to try a holiday on the water by selling the quality of the boats and the ease with which they can be handled, whilst enticing previous cruisers to come back for more. There needed to be a strong emphasis on ‘Le Boat’ being able to offer more choice and availability, whilst focussing on the flexibility and choice of activities, along with the culture and gastronomy of the regions.
The solution
Le Boat’s 2008 self-drive cruising brochure, a 76-page full colour publication, was produced in 8 languages, with 22 varying covers and a print run of 550,000.
The design for the brochures achieved maximum shelf stand out through the use of a vibrant colour palette and strong photography.
Marc White, Head of Design at WTD, and who designed this brochure, said: “Colours and photography were key to making the holidays as tempting as possible and in bringing the cruising regions, culture and activities to life.”
Sarah Singleton, Le Boat’s Marketing Manager, commented: “Holiday marketing is an incredibly competitive environment. Literature has to grab and retain customer’s attention, but also relay large amounts of information – so it can be a difficult balance to strike. This is the fifth year we’ve worked with WTD and they continue to impress us with not only their design work, but their ability to manage, very effectively, this complex project. The brochure has received excellent feedback from our European offices, as well as here in the UK.”
