During 2016, Amsterdam / Havana-based Cuba Travel Network engaged me to help them out with the specific task of promoting Cuba to North American residents as a newly-possible travel destination. Cuba Travel Network arranges premium level tours within Cuba for independent travellers (max. of five per group). Rather than spending money on traditional advertising however, the company founder had a different idea - he wanted to provide his customers with unforgettable service - from the moment of first interacting with the company's website, all the way through their trip in Cuba, until they finally returned home again.
In addition to the customer service that would come from CTN's 60+ staff members in Cuba, the founder wanted to develop a range of premium items that I would write and/or create, for customers to receive during their Cuba Tour. What follows below is a typical journey through one of these 'branded tours'.
My first suggestion was to create a tagline that would give me a structure, or through-line. This was, 'Welcome to rhythm'. Beyond the obvious association of Cuba to music, I wanted the flexibility to be playful, to find rhythms in colours, in cocktails, in the way we delivered elements within each tour. This began in the headers of the emails you would receive while planning your particular Cuba Tour.
Once a customer had booked their tour, and ideally a few weeks before departure, they would receive a Bon Voyage, or 'Buen Viaje' box in the mail. Along with their all-important visas and an introductory letter, the box also contained: two wood, leather and card luggage tags, a pack of 26 Cuba Quiz Cards, a pen and a combination travel guide / journal called 'A Cuban Overture'. One of the things we wanted to stress to often 'fast-paced' American travellers was that they were coming to a much 'slower-paced' country, and that they might want to embrace this, instead of getting frustrated by it. One element, per example, is the pen they received with their travel journal, printed with: TRY SOME ANALOG WITH YOUR DIGITAL.
'A Cuban Overture' and 'Cuba Quiz Cards' each have their own section here in my Behance portfolio, if you would like to read some examples of their texts.
Upon arrival at the airport, Cuba Tour customers would be greeted by a CTN agent holding a sign with their name. The label below was created as a large, re-wipable sticker for these signs.
Once beyond the airport's crowds, the CTN agent would then present a customer with their Cuba Tour bag. These were sturdy, well put-together, canvas, cotton and leather bags that we designed in Amsterdam and then had fabricated in India by a workshop that gave formerly-destitute women training and support.
On Day Two of a customer's visit they would receive a visit from a CTN agent to check that everything was fine so far with their arrangements. This agent would also present them with one of our cigar boxes that we had purpose-designed and constructed in the Netherlands. I had a lucky break when trying to find the right name/translation for the box. Evidently Tomalo con calma means Take it easy, but "Tomalo con calma" adds another layer to make it more like: Take it easy (and drink it slowly). Perfect for our particular box!
The customer may then have additional in-person interactions with CTN agents during their trip, but would not receive anything more communication-wise, until the following email upon return home, asking them to give Cuba Travel Network a review on Trust Pilot.
