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Hungry Suitcase – Vacation Fun-a-lyzer

Royal Caribbean cruise lines who brought us the award winning Freedom of the Seas site has launched a new micro site called The Hungry Suitcase. The site starts without any Royal Caribbean branding on purpose to keep you from knowing it is trying to push you to their vacations. The heart of the site lets you create your “dream” vacation by dragging different items into a talking suitcase. The use of video and animation creates a really engaging experience but the process does feel confined since all the items you get all center around beach or sports themes. Once you go through the site you know that the limitations are a result of the things you can do on a cruise ship are limited. You finish the process by having your choices put together into a musical number where the suitcase sings your choices to you which is a nice payoff to the process. So the final result is that it is a fun and engaging site but I have never felt that this bait and switch tactic of hiding the fact that it is a corporate site was a good one with increasingly cynical consumers who could react badly.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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