First Class Travel Group has partnered with The Drawing Room Creative to assist in the launch of its new cruise brand, First Class Cruise.
The collaboration involved developing a distinctive and captivating brand identity that embodies the luxury, elegance, and spirit of adventure the First Class Travel Group is known for. The Drawing Room also created a digital experience, providing an immersive and user-friendly platform for customers to explore the brand’s premium, long-haul cruises.
The Drawing Room provided strategic guidance and design solutions to reposition the overarching First Class Travel Group brand, solidifying its status as a leader in the luxury travel market across its four distinct brands.
The launch of First Class Cruise meets the growing demand for high-end, all-inclusive cruise experiences while leveraging the wider group’s expertise in delivering unparalleled luxury travel.
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First Class Cruise will offer long-haul, premium cruise experiences with tailored pre and post-itineraries to meet increasing demand.
It will be one of four distinct brands under the newly created First Class Travel Group, which will cater for separate segments of the market.
Its launch in April will include a printed and digital brochure for the trade and a standalone website.
The other brands within the First Class Travel Group are First Class Holidays, which offers tailor-made, long-haul holidays; African Pride, a tour operation specialising in Africa and the Indian Ocean; and Knighton Reeve, a dedicated concierge service.
African Pride and Knighton Reeve were both recently acquired by the tour operating group.
Each brand will retain its separate identity under the new structure but tap into the company’s shared expertise and service under the First Class Travel Group umbrella.
Group chief executive Daniel Gathercole, who was previously managing director of First Class Holidays, said: “This rebrand represents our vision to establish a leading force in the long-haul tailor-made travel sector.
“By bringing together our established brands and introducing the exciting First Class Cruise, we are enhancing our ability to offer premium, tailor-made experiences across both land and sea to our dedicated agent partners.”
The Drawing Room’s client services director Simon Bartle added: “We are delighted to have worked so closely with First Class Travel Group on these two projects creating outstanding customer experiences in the premium travel sector.”
