U River Cruises
Responsible for
Creative Direction
Art Direction
Copywriting (brochure, OOH, radio spots)
Design (OOH and brochure)
Team members
Miguel Perez (Designer)
Leo Rabelo (Digital Designer)
Matt Bachmann (Strategist)
U River Cruises is a new concept from Uniworld, the oldest luxury river cruise line operating in Europe, Asia and South America. While a typical river cruise is what you might expect – fine dining, guided tours and a guest age range of approximately 70 to dead – U is targeted to a younger audience. U is less about the buffet, and more about providing their guests opportunities for free-time, nightlife and active excursions like 30-mile bike rides and hiking trips. Initially, travel operators saw this as a play for “active seniors”, which created an uncomfortable disconnect for guests once on board. We needed to reposition U as a unique way to see Europe that could attract a younger, more affluent audience.
We recreated the U brand to embody the more aspirational traits of travel and exploration—with an emphasis on experiencing local culture, developing a sense of community and overall convenience. My role was to help define this strategy, then create the right look, and craft the right tone to appeal to those seeking a unique, yet achievable European experience. Unfortunately the launch was preempted by COVID, and with all cruising put on hold, the U brand is patiently waiting until it is safe to travel again.
Spotify Radio Ads
We Know You
We know you.
You want to travel to the best spots in Europe, without all the hassle.
You want to immerse yourself in local culture, and go off the beaten path.
You want high-energy excursions, and time to explore on you own.
You want to see everything, but only unpack once.
What you want is U.
U River Cruises is a new take on river cruising for those who want to be a traveler, not a tourist.
Ann: Visit cruisewithu.com to learn more and save on your cruise with U.
You’re a River Cruiser
F1: Your trip looked amazing! You went everywhere! Aren’t you exhausted?
F2: Not at all. I went with U River Cruises, and traveling has never been so easy.
F1: A river cruise? Not really my kinda thing.
F2: I didn’t think so either, but U is totally different.
F2: They go to all the best places in Europe, including local hot spots. And a lot of the excursions are high-energy activities like hiking, biking and even kayaking. Plus, you still get plenty of free time to explore on your own.
F1: Wait…that totally sounds like my kinda thing!
F2: Guess you’re river cruiser now.
Ann: Visit cruisewithu.com to learn more and save on your cruise with U.
Hate-Like
F: I’m so tired of looking at Jenna’s Instagram
M: What do you mean?
F: She goes to all those great places, who has that much time for vacation, I can’t even plan one.
M: I think we should try U River Cruises
F: A River Cruise? Aren’t those for like…my parents
M: U River Cruises are nothing like that.
M: The ships are super modern and they go to all the best places in Europe, even the off the beaten path places only the locals know. And it’s a younger crowd so there’s active excursions and great nightlife at every stop.
F: So we get to go everywhere we want and don’t really have to plan?
M: Yep. And next year, Jenna will be stalking your posts for ideas.
Ann: Visit cruisewithu.com to learn more and save on your cruise with U.
Planes, Trains and Automobiles
F1: I have my vacation all planned. Fly to Amsterdam Friday, take a train to Brussels Saturday, drive to Frankfurt Sunday…
F2. Sounds like you’ll be spending your entire vacation playing planes, trains and automobiles.
F1. But it’s the only way to see everything in one trip.
F2. Have you tried U River Cruises?
F1. A river cruise? I want to see Europe, not just float by it.
F2. U River Cruises are not what you think. The ships are super modern, they have active excursions planned at every stop, and they go to all the best places in Europe, even the off the beaten path places only the locals know.
F1. So I can see everything and only have to unpack once?
F2. Yes. And with your shoe collection, that’s a huge win.
Ann: Visit cruisewithu.com to learn more and save on your cruise with U.