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Capturing a new TOV for a sales brochure

Embodying the company founder to generate a unique brand personality

tone of voice, sales brochure, Planet Cruise
The client

Planet Cruise  

The challenge

Planet Cruise research destinations and then package cruises with inclusive land stays and tours to create unique holidays. The management wanted a radical shift in the company’s tone of voice to set them apart from their competitors. We were asked to create a new tone of voice and write the first piece of marketing collateral using it – a quarterly sales brochure.

The solution

Sometimes the answer to a problem is staring you in the face. Literally. It was this time. We suggested channelling the expertise, energy and slightly quirky personality of the company founder, Jenny West, into a new tone of voice. By writing the brochure copy from her perspective the communications suddenly became as unique as the offering.

The writing

'Chugging along at a leisurely pace, you’ll be glued to the huge cabin window, well, when you’re not looking at your plate that is – the Rocky Mountaineer is also famed for its delicious food and fine wine. Forget The Polar Express or anything from Platform 9 ¾, this is the most magical train journey in the world.'

The results

Record sales ensued and we have since written Planet Cruise’s summer catalogue.

“We were really impressed with the help provided in helping us to develop a certain tone of voice for our new cruise brochure. From one short meeting, they clearly understood the brief and came back with engaging copy which incorporated the personality of one of the directors. It was a thoroughly interesting read and different from any other travel brochure in the market. The brochure was so well received by our customers that they’re already working on our next edition!”

Charlotte Gutteridge
Marketing Executive
Planet Cruise


The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson and Joe Richardson

Client: Planet Cruise

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