Cruise Campaign – Spec Samples
Copywriting Portfolio Sample – Michael Markowitz
Adapted from my blog post, Cruising for Curmudgeons. This campaign imagines how to promote cruises to even the most skeptical travelers—using an irreverent, tongue-in-cheek voice across multiple formats: paid social video, digital banners, explainer/sizzle video, and short-form social captions.
The goal: demonstrate how a single insight can translate into a 360° campaign with a consistent voice—irreverent, honest, and relatable.
1. 15-Second Paid Social Video Script
Scene 1: Close-up of a grim-faced traveler scrolling on their phone: “Family Cruise Itinerary.”
Voiceover (dry, sardonic): “Cruises: a floating mall, adrift in buffet land. Karaoke nights. Towel animals. Still interested?”
Scene 2: Same traveler now on a balcony at sunset, sipping a drink, smiling.
Voiceover (more upbeat): “But with the right cabin, better dining, and a little acceptance of the cheesiness… you might actually enjoy it.”
On-screen text: “Even curmudgeons can love a cruise. Book yours—and you’ll be on board.”
2. Digital Banner Copy Variations
Headline: “Conga lines got you down?”
Subtext: “Opt for a balcony view—and peace of mind.”Headline: “All-you-can eat… mediocrity?”
Subtext: “Upgrade to specialty dining. Flavor > buffet fatigue.”Headline: “Kids cannonballing your vibe?”
Subtext: “Adult-only hours. Quieter waters ahead.”
3. 30-Second Explainer / Sizzle Video Script
Opening Montage: Over-the-top shots of cruise clichés: buffet lines, towel animals, awkward conga lines.
Voiceover: “Cruises: where relaxation meets competitive shrimp-loading contests.”
Shift: Beautiful balcony views, quiet dinners, poolside serenity.
Voiceover: “But here’s the trick: balcony cabin, upgraded dining, smarter pacing. Suddenly… you’re kind of into it.”
Tagline: “Cruises—begrudgingly delightful.”
4. Social Caption (Instagram/Twitter Style)
“Skeptical about cruises? Same. Until I booked a balcony, skipped the buffet, and discovered adult-only pool hours. Turns out—sea life isn’t so bad.”
This campaign was inspired by and adapted from my original blog post: Cruising for Curmudgeons.
Created as a copywriting portfolio sample to showcase versatility in tone, strategy, and format.