I manage editorial publications for Starboard Cruise Services and Onboard Media, premier providers of retail services for major cruise lines sailing global itineraries.
Samples shown here are my work but were created for Starboard and Onboard clients, not in connection with Kate’s Copy.
Onboard Media provides port shopping programs for Carnival Cruise Line, promoting high-end merchandise (primarily jewelry and watches) of our partner retailers in the Caribbean, the Mexican Riviera and Alaska. We publish custom cruise books for these regions, including Choose Fun Ashore (right).
I oversee the editorial content, including features on Carnival’s onboard programming and short features on local culture, history, shore excursions and shopping in the ports.
For a digital version of Choose Fun Ashore, featuring NBA legend Shaquille O’Neal, click here.
Onboard Media also creates commemorative books marking the launch of new ships or celebrating significant milestones in the history of our partner cruise lines.
In all projects, l conceive the coverage in collaboration with the client. I hire freelance writers and editors and review the final work for general quality and to ensure it meets the cruise line’s standards. For these books, I feel a special obligation to present the client’s story in the most engaging and appealing way, because the books are likely to be displayed with pride for years to come. An Ocean of Innovation, a Passion for Giving Back, at right, was published in 2012; Carnival Corporation still displays the book in its lobby.
Read the full digital versions of our commemorative editions:
An Ocean of Innovation, a Passion for Giving Back (Carnival Corporation & plc, 2012)
Carnival Sunrise (2013)
Carnival Vista (2016)
Carnival Horizon (2018)
Carnival Sunshine (2019)
Carnival Panorama (2019)
Starboard Cruise Services manages the onboard retail shops of major cruise lines, which carry luxury and premium brands in jewelry, watches, beauty products, leather goods and spirits. As leader of the Marketing Department’s editorial team, I am in charge of creating retail marketing copy that supports sales events and promotions. I also manage the editorial for retail catalogs showcasing our brands.
Materials are designed to quickly capture the attention of cruise guests, which is a challenge given the intense competition with other onboard activities. We seek to stand out with bright designs, eye-catching images and sharply focused, smartly written copy, customized to align with each cruise line’s unique brand voice. It all comes together to tell enticing stories about the brands and events that guests can experience.
Read digital samples of the publications at right:
Crystal Cruises 2015 Catalog featuring my interview with Brooke Shields
Starboard’s team of brand managers, merchants, designers and copywriters create retail positioning strategies that establish unique campaigns to fit the brand voice and graphic standards of the respective cruise lines. All marketing materials are created to align with the positioning.
2019 Valentine’s Day
Carnival Cruise Line
- Brand statement: Choose Fun
- Retail positioning: Shop Fun.
- Valentine’s Day: Shop Love.
- Brand statement: Modern Luxury.
- Retail positioning: A Sensory Journey.
- Valentine’s Day: Love Awaits.
Norwegian Cruise Line
- Brand statement: Feel Free.
- Retail positioning: Free to Style.
- Valentine’s Day: Feel the Love.
Royal Caribbean International
- Retail positioning: Shop Royally.
- Valentine’s Day: Love This!
Samples shown here were created independently of Starboard Cruise Services and Onboard Media.
The CRM company Juicy Results hired me to write web copy for South Florida custom builder Zuckerman Homes (right). I wrote the property descriptions after interviewing one of Zuckerman’s principal partners and incorporated essential facts about the communities that the company wanted to highlight.
I designed and wrote the copy for this trifold brochure (below) for The Who Am I? Kids Project, a youth mentoring program.
I have copy edited and proofread several books for Middle River Press, an award-winning independent publisher near Fort Lauderdale, Florida. Local authors’ projects on which I’ve worked include memoirs, family histories and novels.
When hired for copy editing, I review the text for spelling, grammar, punctuation and consistent style. For final proofreading jobs, I edit for spelling, punctuation and major typographical issues such as widows and bad line breaks.
Middle River Press jobs are some of my favorites. We are helping someone preserve family memories, record moments of history or produce a creative work, any of which demands that we take a great deal of care to respect the author’s vision. I enjoy helping someone bring their ideas to life.
At right: Covers of books published by Middle River Press. Illustrations for Dizzy’s Busy Day and The Flashfall Sword are by Bruce Borich.
I’ve written numerous freelance magazine articles, including these:
“The Wisdom of a Champion Comes Through” — 2016 Interview with Ed Tate, 2000 World Champion of Public Speaking. Originally published for newsletter of Toastmasters International District 47, reprinted by Mr. Tate’s website.
“No More Spring Cleaning!” — 2017 feature for Parklander Magazine in Parkland, Florida. The editor asked me to research time-saving tools and tell readers how to update their approach to housecleaning.
“Scoutmasters Camporee” and “Merit Badges and Five Arrows” — 1998 and 1999 features for Scouting Magazine, published nationally for adult leaders of Boy Scouts of America. I covered Scoutmasters Camporee, an annual event by the South Florida Council of Boy Scouts of America. The magazine then asked me to write about another local Scouting event, Merit Badge College.