Offering the 0.01%
‘The World’
The World defined the language all other upscale luxury yachts and cruise lines use to describe their amenities to Ultra-High Net Worth Individuals—and I got to be part of it. I generated emails with 51% open rates, supported efforts to increase qualified real estate leads by 71%, and helped my team grow web traffic by 33%.
Analyzing competitors’ creative, I also saw that everyone was using the same exact vocabulary: “total luxury” this, “unparalleled service” that. For The World to differentiate itself, I realized its story had to change.
The Insight & Execution:
My team and I understood that The World couldn’t be described as luxury. Other brands were making luxury something everyday—some might say boring. But The World is so much more. With that in mind, I wrote the initial narrative, then worked with Mascola’s designers to create the “Life Beyond Luxury” campaign with executions across paid social, video scripts, and programmatic placements.
The Result:
The World now has a brand campaign that demonstrates its many exceptional facets: unique real estate, worldwide adventure-travel, next-level haute cuisine, and more. It tells the story that, while these individual luxuries might seem ordinary on their own, an exclusive home at sea aboard The World elevates them into a lifetime of unforgettable moments.
Agency: Mascola Group
Campaign: Life Beyond Luxury
Designer: TJ Redding
Creative Direction & Copy: Yours Truly