Background: Curtis Stone is a celebrity chef, award winning restaurateur and NY Times best selling author from Australia. Chef Curtis Stone’s highly acclaimed first solo restaurant, Maude, is widely regarded as “one of the toughest reservations to secure in Los Angeles.”

The Challenge: Developed in partnership with Chef Stone, SHARE, was slated replace Sabatini’s, a Princess favorite Italian restaurant, onboard two ships and at a higher price point. The challenge was to communicate both the value and quality of SHARE to past guests who may have a preference for Sabatini’s, future guests and prospects who may still be in the decision making phase;  as well as book reservations.

The Objective: To create awareness for SHARE,  positioning it as Curtis Stone’s first restaurant at sea offering an exclusive opportunity to taste his exquisite cuisine via a 6-course fine dining experience. 

The Plan: Since Chef Stone is a celebrity chef, it was important we used images of him in the kitchen as much as possible to leverage the equity of his brand. We also made sure to infuse “6-course fine dining” messaging into all touch points in tandem with highly stylized, flavor telling food imagery to trigger taste buds and convey gourmet quality. Hero images of all dishes a guest would receive during a six-course meal at SHARE shown together on a dining table were used to ease any guest hesitations about the value of SHARE at the higher price point.

​

​