Case Study

Coral Expeditions


Coral Expeditions is a small ship expedition cruise line offering voyages that include The Kimberley, The Great Barrier Reef, Asia, the Spice Islands and PNG. After 30 years of successful operation as Coral Princess Cruises, the company was ready for the next stage of its development - a new brand and new positioning. A new logo had been commissioned from an indigenous artist to represent the sea and the land, and to symbolise the cultural nature of what would become “expedition cruises”. Clients come on Coral Expeditions for their relaxed, small ship atmosphere and itineraries that larger ships aren’t able to replicate. Operations are bespoke and due to the small size of their ships the expedition experience is maximised.

Our brief was to help develop an entirely new brand around the new logo.


To bring the new brand to life across all marketing communication in order to position Coral Expeditions as a unique, 'premium' product.


Imaginative use of the logo elements and a layered which enhanced the in-depth experience offered by Coral Expeditions was created. The colour scheme of land (red) and sea (blue) was maintained but overlaid with background images. The motif was expanded and developed as a repeating pattern - the total effect is to create an "expeditionary feel" in a wonderfully relaxed atmosphere. The entire brand look is distinctive and sets Coral Expeditions apart.

Brand implementation was rolled out in:

  • Consumer advertising in press and magazines
  • Brochureware and marketing collateral
  • Email marketing – template design
  • Point of sale
  • Postcards for on-board sale
  • Online display advertising
  • On ship collateral
  • And a new website

New integrated website & online advertising

Once the brand elements were established, a review of the online booking process and the Coral Expeditions Xplorers Club (for loyalty members) was discussed and a brand new website with an integrated booking system through Resco (a third party provider) was launched in April 2016. The new website provides a seamless online booking system and also features a login for past guests to review their loyalty status and benefits. The new website is showing dramatic improvement in visitation and has doubled the online bookings in the past month.

Today, Coral Expeditions, with their passion for cruising excellence, is arguably the premium expedition company in their category.

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