the case study

Silversea is an ultra-luxury cruise line. From 2017–2024, luxury cruising talked mostly to itself—features, ships, inclusions—while the outside world still saw cruising as “easy travel.” I flipped the axis: not the ship as hero, but the destination.

Travel Deeper opened Silversea to the broader luxury travel conversation. Travel Deeper wasn’t a tagline—opened Silversea beyond “cruise luxury” into the wider luxury travel arena. It became a new grammar for the brand, and a new playbook for the category. Authentic Beauty with Steve McCurry traded polish for truth; Tale of Tales turned the World Cruise into living literature; Couture Collection elevated land programs into a luxury product line. I rebuilt creative, media and content systems across touchpoints (and transformed onboard photography into a talent-driven academy that produced content while enriching the guest experience). Global tracking showed +300% brand awareness in three years. After that shift, the industry’s narrative moved with us—away from amenities, toward experience in destination—while Royal Caribbean’s $1B majority-stake investment validated the value we created.