Inspire Me Award – Corporate Brand Design & Webdesign

Royal Caribbean International is one of the world’s most innovative cruise brands. Since 1969, the company has redefined the travel experience with extraordinary attractions and a wide range of onboard entertainment. In the DACH region, Executive Cruises serves as the exclusive sales partner, managing the cruise business through a network of several thousand travel agencies and providing access to a highly competitive market. From the very beginning, we have supported the German-speaking Executive Cruises team with a wide range of B2B marketing initiatives designed to strengthen local sales and increase brand visibility across the DACH region.

Period: November 2022 – December 2024
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Industry: Tourism
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Objective: Marketing support for the sales team to strengthen Royal Caribbean’s visibility and positioning in the DACH market.
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Services provided:

• Trade Marketing & B2B Communication
  
• Newsletter Marketing
  
• Social Media Management & Community Building
  
• Webinar Organization & Presentation Design
  
• Partnership & Co-Marketing Activities
  
• Website Concept & Maintenance
  
• Print Design & Corporate Stationery
  
• Sales Collateral
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‍The Challenge: The Executive Cruises team was looking for an agency with proven expertise in cruise line marketing and a strong understanding of the unique requirements of a complex distribution network. They needed a partner capable of aligning diverse interests, reinforcing structures, and developing marketing measures that not only convince sales partners but also clearly position Royal Caribbean within the market.
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Our Approach: In close collaboration with the Executive Cruises team, we developed a wide range of initiatives to strengthen trade marketing. These included the conception of a dedicated B2B newsletter series, the launch of a closed social media group for sales partners, and the organization of webinars supported by tailored presentations. Each format was designed to share knowledge and build excitement for the brand.

In addition, we executed co-branded marketing activities with travel agency networks, developed an informative website, and created a comprehensive suite of sales materials – from business cards, roll-ups, and promotional flyers to catalogs and posters.
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The Result: A significantly stronger brand presence in the DACH market, supported by a sales team equipped with effective tools, clear communication, and a recognizable brand identity. Royal Caribbean was successfully positioned as a leading brand in the cruise segment, with tangible impact across travel agency sales.
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Looking to strengthen your brand visibility in sales and set new impulses in B2B marketing?
‍We’d be happy to advise you in a free, no-obligation initial consultation.

Travel can quickly become a challenge – especially when heavy suitcases need to be transported through train stations, airports, or city centers. This is exactly where TEFRA Travel Logistics has been stepping in for 20 years: with specialized baggage services such as door-to-door, home-to-airport, or home-to-ship solutions for cruise guests. Comfortable, reliable, stress-free.

During the pandemic, travel behavior fundamentally changed. Safety, flexibility, and comfort became more important than ever – along with the expectations of service providers like TEFRA. It was the perfect moment to reposition the company strategically and visually. Together with TEFRA, we developed a modern brand identity that speaks to new audiences and builds trust – with cruise lines, travel agencies, and travelers alike. The focus: clear positioning, digital platforms, and consistent communication. A rebranding designed not just for today but for the future.

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Timeframe: November 2020 – today

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Industry: Logistics, Tourism

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Objective:
To expand TEFRA as a reliable brand for families, frequent travelers, and the 50+ generation through a new brand identity and targeted communication on the website and social media. At the same time, beyond the home-to-ship service, the door-to-door and home-to-airport services were to be expanded, while travel agency distribution was established as an additional sales channel to significantly increase visibility among end customers.

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Services provided:

• Business Strategy & Identity
• Corporate Brand Design
• Print Media
• C-Level Support
• Web Design
• Social Media Management

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The challenge:
TEFRA operates in a market with very few comparable providers. The goal was not differentiation, but rather making baggage service understandable and attractive as an independent service offering. The target group turned out to be surprisingly diverse: from seniors to families to train travelers. The brand presence had to be modern, fresh, and trustworthy, positioning TEFRA as a specialist in personal baggage services with years of experience – not as a traditional logistics company. At the same time, the added value for both travel agencies and private customers needed to remain clear. And all of this in the middle of a period when travel was heavily restricted due to the pandemic.

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Our approach:
The rebranding process began with an in-depth analysis of the existing brand identity. Together with the TEFRA team, we defined the brand essence, target group insights, and brand values with precision. Based on this, a new visual language was developed: modern, clear, and versatile across both digital and print media. Logo, color palette, typography, and imagery were completely redesigned and combined into a modular design system.

In parallel, the brand’s tone of voice was also updated: more emotional, approachable, yet still professional – tailored precisely to the different audiences. As an external marketing department with C-level expertise, we guided the process holistically: from web design and content development to the strategic management of social media activities. On Instagram, Facebook & Co., we created real proximity to the community with inspiring travel themes, service tips, and entertaining content.

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Results:
Today, TEFRA is far more than just a baggage shipper – the company has established itself as a reliable partner for travel agencies and a direct service provider for end customers. The new brand is visible, clearly positioned, and approachable. For 2025, between 85,000 and 90,000 pieces of baggage are expected to be shipped – a clear sign of growth and rising demand. The website continues to grow dynamically, adapting to new requirements, just like the social media activities, which steadily increase reach and relevance.

Do you want to strengthen your brand and accelerate digitally? We are happy to advise you in a free and non-binding initial consultation.

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For many, traveling stands for freedom and adventure – yet it is often associated with stress. Heavy luggage has to be dragged through train stations, airports, or busy city centers. For over 20 years, TEFRA Travel Logistics has been solving this problem with specialized baggage services that make traveling easier and more relaxed. Coordinating this complex service requires qualified employees. At the beginning of 2023, the luggage specialist faced a challenge: for complex positions, traditional recruiting channels such as Stepstone or Indeed were no longer sufficient. The number of applications declined, and recruiting stagnated. Together, we developed a social recruiting campaign with a digital funnel that started exactly where the target group is active – on social media.

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Timeframe: March 2023 – November 2024

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Campaign periods:

• Cruise Logistics Clerk (m/f/d): 22.03. – 30.04.2023 & 14.03. – 30.06.2024
• Junior Office Allrounder (m/f/d): 15.07. – 26.09.2024
• Trainee Management Assistant for Office Management: 08.10. – 13.11.2024

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Industry: Logistics, Tourism

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Objective:
Targeted outreach and recruitment of qualified applicants for various positions at TEFRA Travel Logistics through the use of modern social recruiting methods.

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Services provided:

• Target group analysis
• Social recruiting campaign
• Recruiting funnel
• Project management
• First contact with applicants

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The challenge:
The aim was a pinpoint approach to applicants who could meet the complex and diverse requirements of the positions, especially that of Cruise Logistics Clerk. It was essential to define the special qualifications precisely and communicate them smartly in order to find the right candidates. At the same time, the decline of traditional applicant channels posed a real challenge, one that needed to be solved with fresh recruiting strategies.

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Our approach:
First, existing job postings on Stepstone and Indeed were restructured to make them easier to consume for social recruiting on platforms such as Meta and LinkedIn. At the same time, digital personas were developed to target specific audiences. A mobile recruiting funnel was then created with three goals: increasing the visibility of the TEFRA employer brand, presenting corporate benefits attractively, and enabling efficient pre-qualification of applicants. This streamlined the application process and reduced manual efforts between first contact and interview. In parallel, we produced video creatives in close collaboration, authentically conveying core brand messages and USPs. Finally, we implemented an automated first-contact process: after pre-qualification, applicants were asked via email to send their application documents directly to the responsible TEFRA staff. This increased the number of applications while maintaining quality through pre-selection. TEFRA only decided on a personal interview after receiving and reviewing the documents, after which meetings with selected candidates took place.

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Results:
Throughout the entire campaign period, a steady 4 to 6 qualified applicants were generated each week. The automated funnel not only handled pre-qualification but also directed only suitable candidates, whose documents were submitted and reviewed by the responsible TEFRA employee, into the selection process. This allowed TEFRA to operate with minimal resource expenditure up to the final interview invitation. A decisive lever: the content and visual redesign of the job postings. By transforming traditional job portal entries into platform-ready, target group–focused social content, we achieved above-average relevance – combined with a significantly lower rate of unsuitable applications. Qualified candidates were available for all positions. The strong response, the quality of incoming applications, and the noticeably increased efficiency in the selection process were convincing across the board. As a result, TEFRA will continue to rely on data-driven, strategic social recruiting in cooperation with us in the future.

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Are you already visible where your target group scrolls every day? We are happy to advise you on social recruiting in a free and non-binding initial consultation.

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