As editor of Starboard Cruise Services, I worked with Crystal Cruises’ public relations manager to create a custom in-room magazine for Crystal Serenity and Crystal Symphony in 2015.
For the cover feature on Brooke Shields, we applied our strategy of emulating consumer newsstand publications for maximum impact. Will guests pick us up first because they see yet another image of a tropical beach or native village? We don’t think so. But if they see a celebrity like Brooke Shields, chances are good they’ll want to at least check us out.
Features inside the magazine promote cruise destinations and highlight Crystal’s culinary programs. To entice guests to shop at Starboard’s onboard retail stores, we use sophisticated fashion layouts. The goal is to engage guests and inspire them to experience everything highlighted in the magazine.
I interviewed Ms. Shields and wrote the cover story, and oversaw other content. I worked closely with Starboard’s design, production and retail teams and communicated frequently with our contacts at Crystal to be sure they were happy with the magazine every step of the way.