• A man in a fedora leaning stylishly on a yacht railing at sunset, captioned “Nauticool.” Hornblower Cruises ad campaign copy by Paul Baker.
  • A woman in a sweater gazing at the sea and mountains during sunset, paired with the definition “Cruisezenity.” Copywriting by Paul Baker for Hornblower Cruises campaign.
  • Three co-workers chatting on a Hornblower Cruises boat deck with seagulls above, alongside the witty definition “Flocking.” Advertising copy by Paul Baker for Hornblower Cruises.
  • A woman holding her hat on a breezy Hornblower Cruises deck, gazing at the horizon with the playful definition “Horizonate.” Copywriting concept by Paul Baker for Hornblower Cruises campaign.
Client:

Hornblower Cruises

Role:

Co-creative lead; writer

Title:

“Yachting Vocabulary”

About This Project

“Yachting Vocabulary”
How do you get the attention of corporate event planners browsing Facebook—without resorting to a hard sell?

School them with “Yachting Vocabulary” using actual cruise photos and benefit-oriented definitions.