Content Writing for 35 Major Cruise Line Brands
Channels: Website, Newsletter, Facebook
Tools Used: Adobe Photoshop, Adobe Dreamweaver, GitHub, iContact, Facebook Business Pages
Accomplishments: ADC Support Team Player Award 2019, Wellness Day Implementation, Creative Director of "The Most Wonderful Deals of the Year" Sales Campaign 2019
Project Overview
I was the web content writer for American Discount Cruises & Travel from 2017 to 2020. I was tasked with building out content for an upgraded website with an enhanced user experience by rewriting existing content and writing new copy for 35 major cruise line brands, including Royal Caribbean, Norwegian Cruise Line, Carnival Cruise Lines, and Princess Cruises.
The content that I inherited was outdated, duplicated, and in some cases, unoriginal. The few images on their cruise ship pages were low-resolution and poorly placed. Text on the page was in bulky paragraphs without headers and not optimized for search engines.
I created a content creation process for each cruise line and respective ships:
1. Research the brand and brand guidelines
2. Research recent reviews to get an angle on my copy
3. Write opening
4. Write "Things to Do" section
5. Write "Stateroom & Suites" section
6. Write "Restaurants" section
7. Write "Ship Highlights" section
8. Spelling & Grammar Check
9. Source photos from brand partners
10. Resize for multiple displays
11. Publish
We added the following enhancements to the content based off my suggestions:
Wrote and added call to actions at two points throughout each piece:
"Your dream vacation is just one click or call away. Don’t miss out on the exclusive savings and limited-time deals you’ll get by booking with us. Contact us now to start instantly saving on your next voyage aboard [SHIP]."
"Your ticket to relaxation and rejuvenation awaits, as does big savings and exclusive offers. Call us now - we’re ready to assist you today!"
Social Media Posts
Content Sample
Oasis of the Seas
Oasis of the Seas isn’t a cruise ship. It’s seven-ships-in-one. This is a community of clubs, lounges, and bars. A pop-up park at sea, blooming with endless flora and a sidewalk-style strip reminiscent of New York’s Central Park charm. This is a vicinity of value, a highly-inclusive getaway no matter your style. A built-in boardwalk reminiscent of yesterday’s cities by the sea, bustling with endless entertainment. An interactive experience where kids can run and be free while adults slow down and decompress. Relaxation, marvel, comfort, and an unprecedented sense of royalty for all. This is Oasis of the Seas®.
Activities & Entertainment
You’re a first-time cruiser, going big or going home with unbeatable thrills like onboard ziplining, pool sports, Broadway-hit shows, and unparalleled nightlife. A tasteful traveler, taken to new heights with the impressive and ultra-luxurious amenities and service of the Royal Class Suite, where every wish is your Royal Genie’s command. A family looking for a mixture of together fun with opportunities for intimate romance in between. With unrivaled opportunities to fill your daily agenda in every delightful district, Oasis of the Seas is comparable a floating block party at sea!
Onboard Oasis of the Seas, you’ll discover limitless avenues of adventure.
Chill out to a glamorous ice-skating show in Studio B or hit the rink yourself to try some figure-8’s.
Show off your fiery dance moves at Blaze nightclub or tango to the tunes at Dazzles.
Spend the afternoon “beaching” at the slanted Beach Pool or catch the big game at On Air Club before a rousing session of karaoke.
Relax to the sounds of the sax at Jazz on 4 or take a spin on the Boardwalk’s majestic carousel.
If laughter is the best medicine, then visit the comedy club to pick up your prescription!
Restaurants & Dining Options
When you’re feeling wiped out, charge yourself up with a vibrant feast where you can savor the flavor of cruising. Oasis of the Seas has not one, not two, but 31 different restaurants and bars where you can sit down to an impressive meal or grab a light snack to pair with your drink.
For some extra dinero, put on your sombrero and indulge in the homemade holy guacamole tastiness of Sabor, the ship’s specialty Mexican cantina.
If Italian is more your mood, head on over to specialty venue Giovanni’s Table for some palate-pleasing pastas and savory stews.
Complimentary and casual embody Royal Caribbean classics like Windjammer Marketplace buffet
Sorrento’s pizzeria
Boardwalk Dog House
Get a heaping of health at Vitality Café and Solarium Bistro, where freshness and wellness come together for a crisp clean meal
Staterooms & Suites
Oasis of the Seas broke the boundaries of the saying, “enjoy your stay.” Complete your cruise by booking a revolutionary neighborhood view stateroom. Interior staterooms with a view of Central Park, the Boardwalk, or the Royal Promenade are available, as are inward-facing balconies for those who want some open-air views of Central Park or the Boardwalk. AquaTheater suites are massive penthouse apartments with a 3-sided wraparound balcony for breathtaking private views of the AquaTheater.
