The Creative Mind Behind Azamara's #LoveTravel Campaign


Azamara Club Cruises just launched a new promotional campaign entitled "The Voyage For Those Who Love Travel". Not only beautiful in imagery, its message is straightforward, fun and sassy. And this description is how I think of the woman with the creative mind behind the campaign. Her name is Kay Fowler and she oversees Advertising & Marketing Communications for the line.

Kay is someone I cottoned to immediately. I use the Southern phrase ‘cotton to’ intentionally because Kay hails from the great state of Texas (that in itself is something of an anomaly in the cruise industry of Miami!) Let me try to draw you a mental image: if you cross the late Ann Richards (the flamboyant former governor of Texas) with the Unsinkable Molly Brown (the fictional character in the musical of the same name) and then mix in the adjectives "professional" and "passionate"; you’d have a pretty good idea of our own unstoppable Ms. Fowler.

Kay Fowler

Kay Fowler at her desk in Azamara's offices.

Kay comes from a successful career in the advertising field with a trove of contacts in her Gucci bag. She’s partial to hiring independent, freethinking types; and their collaborative creativity is obvious in the look and feel of the new "For Those Who Love Travel" campaign. The producing ad agency of this campaign is A Big Idea Group, run by Seth Werner. Seth is someone whose sense of humor matches Kay’s, and who has reached that point in his career where he only takes the clients that are fun for him.

"The Voyage For Those Who Love Travel" is a fully integrated promotional campaign that includes print, digital, and entirely new for us, TV commercials. Kay, Seth and the creative team were on location in South America as recently as the middle of December, and by mid-January the first commercial was already showing in the US during Anthony Bourdain:Parts Unknown on CNN, as well as CBS Sunday Morning.

Known as the "Destination Immersion" cruise line, Azamara is leading the industry in creating land-focused experiences that highlight the local and authentic in every destination it touches. With this campaign I think Kay, Seth and the creative team have hit the nail on the head. Let me know what you think.

Bonnie MacLaird

Bonnie MacLaird is Azamara's Chief Blogging Officer. She has worked in the cruise industry for over 20 years and shares a passion for travel with Azamara guests. You can most often find Bonnie offering helpful tips and sharing Azamara news in the Cruise Critic online forum.

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