Email Redesign - Royal Caribbean Cruises

Royal Caribbean and Celebrity Cruises send out a quarterly newsletter to their most loyal customers: members of The Crown & Anchor Society and Captain's Club loyalty schemes. Despite these customers being highly engaged, the emails they were receiving didn't seem to be serving their needs in the best way: they were full of text, light on imagery, and didn't make the most of Royal & Celebrity's latest and greatest brand assets — like their stunning hero imagery, inspiring new colour schemes and exciting new ship launches. Both brands needed a radical new design that would reduce the amount of copy needed, be better suited and more inspirational for users, whilst also promoting the group's off-season routes. I came up with a completely new look & feel for the emails that pushed the boundaries of what Royal Caribbean had done before in email marketing — like being completely mobile responsive, using their brand's web fonts, and having flexible, modular panels for use in later campaigns.