To divide the offers into three booklets reflecting different motivational reasons for booking a cruise: Ship based (the luxury onboard experience), destination based (one cruise–a number of destinations), activity based (cruises for people who don’t cruise). Stories relating to each type of cruise were used as an introduction to each piece to give customers a taste of the cruise experience. Imagery that breaks the tradition of cruise photography was used to emphasise the difference of The AirMiles Travel Company brand.

Internally, the client was delighted and feedback from new joiners have been extremely positive. They includes comments such as: ‘I loved the stories!’‘No other travel company speaks to me like this.’ ‘It’s a handy little booklet full of useful information.’ Perhaps more importantly, customers use the booklet as a point of reference and understand their options in collecting and using AirMiles.