The 65 second video - screened here first for Seatrade Cruise News readers - portraits imagery of locations visited by Swan Hellenic since the revived brand started operating in January 2022 and depicts snapshots of destinations, people and nature taken on voyages in the Arctic, Antarctic, the Mediterranean, Easter Island and West Africa.
Finishing with the tag line Beyond Ordinary, the brand video was inspired by remarks from guest feedback and their reaction to, and emotions after, sailing with Swan Hellenic to these places, Patrizia Iantorno, VP global marketing at Swan Hellenic told Seatrade Cruise.
‘Our uniqueness is in the places we visit and how we do it. We like to give guests a deep experience of the places we visit, going back home with a sense of growing as a human being,’ she added.
Iantorno, who joined the company last September, first listened to Swan Hellenic’s CEO Andrea Zito talking about his vision: ‘He believes every journey is an opportunity to discover places, cultures, wildlife and people. When we do that well, it is also a self discovery, a transformational journey both physical and introspective,’ she shared.
The marketing guru, known for integrated strategies that blend traditional high-end brand and service approaches with data-based digital marketing innovations, then set about creating the video for the historical brand just relaunched.
Social media launch
Launched as a digital campaign via social media, the plan is to reach both consumers and travel agents, explains Iantorno who has held senior marketing, digital and consumer relationship roles with MSC Cruises, Nestle and advertising agency Now Available Africa.
Footage includes elephants, gorillas, penguins, turtles and polar bears in their natural habitats, guests walking barefoot on sand, morphing into trekking with boots on through snow, an archaeologist at a site in Turkey explaining the history of an unearthed piece of pottery, native dancers in West Africa and a zodiac ride to a glacier landing.
Just five seconds are devoted to the hardware of the product with an aerial shot of SH Minerva anchored off shore, a waiter serving a meal, an in-cabin and balcony scene and a couple at the bow of the ship surrounded by a remote landscape and big sky.
‘Travelling is not about reaching a destination it’s about becoming one with it and that is what we are trying to convey in this video and the connections you will make when going on a Swan Hellenic cruise at a destination, with people and unexpected companions - both wildlife, our onboard experts and fellow travellers,’ shared Iantorno.