The operator made the decision to have more fashion and lifestyle orientated covers for its brochures 10 years ago, but head of marketing Maxine Roberts said a shoot hadn’t taken place for four years.
“It was time for a change and in speaking with Bazaar we came up with the idea of them taking all the photography for us using their expertise and connections in the world of fashion,” Roberts said.
Nine months in the planning and taking four days to shoot in California (as seen above), Roberts said the move allows the operator to continue to “set itself apart”.
“There has been a proliferation of luxury travel companies, so we have to stand out in the marketplace; our images literally have to speak a thousand words in a cluttered market,” she said.
The images were taken by the fashion photographer Trent McGinn, someone whom Roberts said Carrier would never have been able to secure on its own.
He has photographed some of the world’s most famous people, is known for his atmospheric work and has shot for Bazaar, W, Net-a-Porter, Vogue and GQ.
“The process involved incredibly talented people, the likes of which we would just not have been able to assemble without the partnership with Bazaar,” Carrier managing director Steve Kimber added.
The process began with the drawing up of mood boards for each brochure, such as the Caribbean, Bermuda and Mexico, and Indian Ocean and Arabia, which were to be the first of the brochures to be released by the operator.
Photographer Trent McGinn has photographed some of the world’s most famous people
Cultural reference points, movie shots, previous images from the pages of the magazine and fashion ideas were all put into the mix so that Carrier and Bazaar could agree on a vision for the shoot and campaign.
Then Roberts, along with Carrier’s head of design Jez Poole, had to decide on a model during a casting which took place in New York but which they watched via videolink.
The shoot then took place in Encino, Laguna Beach, Newport Beach and the Mojave Desert and produced the material for all seven of Carrier’s brochures – Caribbean, Bermuda & Mexico; Indian Ocean & Arabia; Ski & Snow (all out now); Africa; Indian Subcontinent, Far East and Australasia (due in October); Europe & North Africa; and the US, Canada & Mexico (due November).
Carrier worked with Harpers Bazaar to shoot the covers of its brochures
As part of the arrangement, Carrier will run a campaign in Bazaar for six issues and online, including a video about the shoot.
Roberts and Kimber would not disclose the cost of the partnership with Bazaar, but Roberts said: “You have to invest in your brand. We’re not just selling products, we’re selling a lifestyle and a service.”
Rick Milne, Carrier’s head of sales, will hold events with agents in the coming weeks to launch the brochures and talk about the importance of the Bazaar campaign to Carrier.
For the full story of the Carrier shoot, see the latest issue, ttgluxury Autumn.