Blue Book Cruises

Retro river cruise line serves it up to demanding D.C. crowd.

Blue Book

About the company

Blue Book is a small business offering cruises on the Potomac River in Washington D.C. on a classic 50ft Chris-Craft motor yacht. It’s a premium offering, featuring fine food & beverage, white-glove service catering to the US capital’s political classes.

Blue Book

Project Objectives

To produce a light-hearted print ad campaign to promote the business and drive bookings among the D.C. elite. Nothing to do here but make this as funny as possible, using none-too-subtle references to the intended audience’s various proclivities.

Blue Book

Content delivered

We wanted the headlines to make even the most cynical Capitol Hill hack have a laugh, and then book a proper booze cruise with his or her cronies. We also wanted any tourists and locals who saw the ads to think they could come sip on champers aboard the same vessel as the masters of the universe. The minimal copy served to either pay off the header’s proposition or elaborate further upon its subtle promise. The boat image carried a nice ‘50s vibe, along with the woody background.