Month: April 2023
Ashley Stewart-Noble
Sophie Kennedy
Toby Smeeton
To luxury and Beyond for Burgess
- Burgess
The challenge
Luxury communications come at a price, often being viewed as stuffy, outdated and irrelevant. Burgess yachts wanted to break this mould and show current clients and ultra-high-net-worth prospects that it was making waves in the prestige yachting world.
Our solution
To do justice to its magnificent superyachts and the world of possibilities they open up, we created a new-look print directory for the brand, Beyond.
Behold – 200 pages of sumptuous imagery and inspiring editorial that brings unique charter experiences to life. From diving with hammerheads in the Galapagos to Arctic submarine adventures, Burgess puts its unique character and spin on the world to reach a new generation of marine adventurers.
Sunday relaunched our annual yacht directory, creating Beyond. This luxury print title gives a fresh look at the lifestyle, culture, sports and natural beauty that can only found when chartering a superyacht. Sunday’s bold design and editorial skill gave our new brand positioning firm foundations.
Tim Davis
Chief Marketing Officer, Burgess
Say hello to a brand-new launch
- Commercial
- Design
- Editorial & copywriting
- Illustration
- Photography
The context
HelloFresh is the world’s biggest meal kit company, with seven million customers and one billion meals delivered in 2021. It was one of the first recipe box brands to arrive in the UK, revolutionising how people plan and shop for home-cooked food.
Our solution
Taking that pioneering spirit further, this year the online brand decided to launch a quarterly offline magazine in the UK, the first of the company’s global territories to move into print. The title’s objectives were clear: to boost brand sentiment in what is a highly competitive market, increase customers’ value for money perception and create excitement around their next HelloFresh boxes…
…And in that box, 500,000 customers will be unpacking the brand-new A Taste of…, a seasonal delivery of engaging stories giving ideas and inspiration, and bringing to life the people and provenance behind the food and recipes.
Content is built around the values of Season, People, Provenance and Sustainability that underpin the brand, with some of the industry’s best contributors delivering tempting editorial and enticing original photography.
Stellar brand stories with Gary Barlow
- Content strategy
- Design
- Editorial & copywriting
- Insight
- Photography
- Social
- Video & audio
The challenge
When P&O Cruises signed up Gary Barlow as Music Director of The 710 Club, we were starstruck. Momentarily. Then, the hard work began. We faced three key challenges for this game-changing relationship: launching the partnership with a bang; bringing to life the product’s value to guests; and developing an authentic relationship to show Gary’s personality, his passion for travel and his genuine involvement with the brand.
Our solution
A ‘top-secret’ campaign below and above the line – the biggest and most stylish in P&O Cruises’ history. This comprised an intimate studio video shoot directed by Nick Tree with stills by Chris Floyd; a reportage-style shoot in a German shipyard; press videos and launch event content. We raised the creative bar and hit the headlines.
With the style and tone set, we demonstrated the value of the partnership with Gary. A lively shoot on board placed Gary at the heart of the ship in The 710 Club – playing a bespoke jazz composition with the house band and sipping his signature negroni. In another shoot, Gary (with Take That’s Mark Owen and Howard Donald) drops in on final rehearsals for new on-board production Greatest Days – the Official Take That Story.
As he beds into the role, performing on ship and working with other brand partners on board, it’s time for Gary’s character and love of travel to shine through. We explore Barcelona’s music scene with Gary, guests get the chance to ‘ask Gary anything’ on social, he tells us about his Christmas Day at home… With more personal content, the connection between guests, Gary and the brand grows stronger.
Superb! Extremely classy
Gary Barlow’s personal feedback
on our work
The results
The launch campaign exceeds all expectations on client channels – and with priceless coverage on TV, on social and in the national press, brand engagement beats all KPIs.
1,195,773
organic reach on Facebook
9.72%
peak engagement rate on Facebook
5.08%
average engagement rate on Twitter