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.
For more on the Carrier and Harper’s Bazaar shoot, see the latest issue of ttgluxury.
