Sample: Cruise Destination Content
Holland America Line
What they had was content that looked like this
Head straight for the many treasures of Rome and the Vatican: St. Peter's Basilica, the Vatican Museum and Sistine Chapel, the Colosseum and more.
What I did was to replace it with content like this
Rome: From Here to Eternity
Linger at a sidewalk café in the early evening and take in the pageant: the taste of your cappucino, the kiss of warm air, the immaculately attired locals just getting their evenings started. Rome is nicknamed the Eternal City, and rightly so, for the array of icons – the Colosseum, the Pantheon, Castel Sant'Angelo, the Sistine Chapel, St. Peter's Basilica -- and for the role it played shaping the Western world. But there is perhaps a less-recognized genius in the way the city embraces the sensual side of life, as if to acknowledge there's no eternity like the present.
But to do a revision like this, and then 100 more ...
... You need to craft a strategic approach to the content. So I did, in a 14-page document called "Bringing the Holland America Line Brand to its Online Content."
My main argument
Given Holland America Line's reputation and service, there's a wonderful opportunity to bring online content up to the level of a Holland America cruise, to start creating that "once in a lifetime" customer experience from the moment a customer meets you online.