Case study // Rocky Mountaineer


Luxury travel brand delivers Sasquatches in this best-selling book

It was amazing watching our employees open their books and flip through the pages. There were lots of smiles. Everyone has been blown away with how beautiful it is, and our CEO is very proud of it.
— Heather Phillips, Marketing Manager

Challenge

Rocky Mountaineer is the busiest privately owned passenger rail service in North America and has been recognized by National Geographic Magazine as one of the “World’s Best Journeys.” This iconic luxury travel brand approached us to help them mark 25 years of providing unforgettable experiences in the Canadian Rockies. They had already published a definitive corporate history for their 20th anniversary so they needed a totally different kind of book. Oh, and they wanted to get the book out for the first train of the season, just ten months away.

Solution

We kicked-off with our “story hive” process to ignite as many creative ideas as possible in a short timeframe. The winning concept was a layered narrative and layout evocative of a magazine, rich with stories of bear sightings, fascinating historical factoids, unique guest experiences, fun infographics and jaw-dropping scenery. We knew a successful book would have to be a meaningful memento of a guest’s trip, delight them with new information and evoke the experience so richly that a guest’s friends back home would flip through the book and be inspired to book their own trip.

Results

To the client’s delight, we delivered three weeks early. Every Rocky Mountaineer employee received a copy of the book at a company-wide town hall meeting, signed by the top brass. The CEO described the book as “wildly exceeding my expectations.”

And the results on the trains? Instant bestseller. We rushed back to reprint the title as Rocky Mountaineer’s guests snapped up the first printing as must-have souvenirs.

One more cool thing:

To add to the fun of the narrative, our design team carefully concealed Sasquatches in scenic shots, providing a hide-and-seek experience for eagle-eyed readers.