Cunard Pre-Cruise Booklet
A generic 20 page booklet, rebuilt as an eight page variable data design system.
Challenge
Every guest received the same twenty pages regardless of what they had booked. The same ship, the same destination, the same offers, including ones they had already purchased. It was expensive to print and largely irrelevant to the person reading it.
Approach
I redesigned it as an eight page booklet driven by variable data, holding a large number of permutations across guest type, Grill Suites tier, ship, destination, voyage and prior purchases. Offers already bought are suppressed, and the layout rebalances rather than leaving a gap where content used to be. Every permutation has to reflow automatically while staying visual identity compliant and holding the craft of the master artwork. The personalisation is invisible to the guest, who simply receives a booklet that appears to have been made for them.
I art directed the external print and data partner throughout, working directly with their design team to bring output up to the brand’s standard.
Outcome
Forecast to reduce print costs, with personalised content intended to drive an uplift in pre-cruise sales.