Let the River Set You Free
When Riviera Travel expanded into the North American market, they needed more than a marketing campaign, they needed a reintroduction. In a category filled with cruise brands that leaned cerebral and curated, Riviera wanted to lead with something that felt emotional, carefree, and full of life.
Brand Workshop
Brand Strategy
Campaign Ideation
Creative Direction
Brand Strategy
Our engagement began with a comprehensive strategic discovery process. We analyzed the competitive landscape and quickly identified that most river cruise brands lean into highbrow positioning, anchored in intellect, history, and formality. We positioned Riviera as the alternative: emotionally resonant, socially rich, and surprisingly fun. The strategy emphasized that while others toured Europe, Riviera invited you to live it.
Campaign Ideation
From this strategy, we developed the campaign concept: Let The River Set You Free. More than a tagline, it was an attitude—a rally cry to travelers tired of overplanning and ready for something real. The campaign was designed to feel open, dynamic, and deeply personal.
Creative Direction
To stand apart visually, we intentionally broke from cruise category norms. No sepia-toned castles, no tuxedo dinners, no stock photos of polite smiles. Our creative direction embraced vibrant color, candid photography, and typography that moved with energy. Every visual and verbal detail worked together to ensure Riviera Travel felt like a bold new choice, not just a new cruise option.
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