Port of Call

Once-elegant cruise travel has been diminished by too many cruise ships limping back to port with tales of food poisoning, stopped-up plumbing, rampant sickness or violence.

But in this DIY world of Internet shopping, with travel agents having all but disappeared, how can consumers avoid pitfalls?

“We’re the cruise experts,” says George Johnson, vp, marketing, travel and communications for AAA Washington (Bellevue, Wash.). “When customers book through us, we help them choose the right carriers for their vacation needs, take care of all the details and documentation and are a phone call away if anything goes wrong.”

The challenge for AAA has been that nobody knows that. Though it’s one of the strongest and most trusted brands in the world, too many people think of AAA only for its emergency roadside service. Even its famous roadmaps and TripTiks have been supplanted by Google.

“A constant response was ‘I didn’t know AAA had stores,’” says James Adams, creative director of 5ive Creative (Seattle), who was approached by AAA Washington to begin transforming 27 locations in the regions of Washington and Northern Idaho.

“Stores” was the operative word in the brief AAA gave 5ive Creative. “We first had to change the culture of our people,” Johnson says. “We had to have them begin calling our retail outlets ‘stores’ instead of  ‘offices.’”

What’s the difference? “Offices are formal places where you are stopped as you come in and then sit at someone’s desk,” he explains. “Stores are fun. You go in to explore, touch, enjoy.”

Starting with a traditional AAA location in central Tacoma, Wash., 5ive Creative came up with a new design strategy, “The Trip Starts Here,” and rebranded the outside of the store. An exterior sign announces CRUISE & TRAVEL in 3-foot-tall letters, followed by “presented by AAA” in 12-inch type.

“We didn’t want anyone to think you had to be an AAA member,” says Adams. “Anyone can come in.”

That includes younger customers. “Our aim is to engage a younger demographic,” Johnson says. “The current average age of our members is about 52.”

Large window signage announces “Blue Skies Available Here.” A coffee station just inside the front door extends the international message with special custom roasts from Europe and Latin America, subliminally saying, “Come in and relax, let’s talk about your trip.”

Brighter lighting makes customers feel warm and welcome and also, says Johnson, makes them think of sunny vacation destinations – especially during Washington’s gray and drizzly winters.

The large open floorplan was designed for roving and exploring, but also for engagement. “We’ve changed our culture to one that engages people as they come in,” he says. “Now, nobody comes in without being greeted.”

Another intent of the open plan is to remind people of all the services and products AAA offers. Due to the strong brand perception that AAA only offers roadside assistance, says Adams, the car services were placed in the rear of the store, like milk in a supermarket, to draw people back past merchandising for cruise and travel, insurance and all the travel-related products they sell – luggage, passport folders, backpacks, RFID wallets and the like.

“Can you get luggage elsewhere? Sure,” Adams says. “But here, you also get AAA’s experienced knowledge.”

To reinforce that message, 5ive Creative helped the company create “AAA Smart,” an approved product stamp for certain items, similar to a Good Housekeeping seal.

It’s all part of AAA’s effort to expand its brand awareness beyond just roadside service. “Did you know AAA will take passport photos and exchange international currency?” Adams asks. “Why would you go anywhere else?”

PROJECT SUPPLIERS

Retailer
AAA Washington, Bellevue, Wash.

Design
5ive Creative, Seattle: James Adams, creative director; Kerry Burg; Stephanie Clarke; John Curtis; Susie Dugan; Mac Watts

Architect
Urban ADD, Seattle

General Contractor
db Construction, Kent, Wash.

Lighting Design
Candela Lighting, Seattle

Fixtures
BodenAlexander, Portland, Ore.

Lighting
East Bay Lighting, Seattle
Warp Exhibit Corp., Seattle

Signage/Graphics
Graffix Inc., Seattle

Flooring
Storefloors, Atlanta

Furniture
Legacy Group, Renton, Wash.

Photography: Ben Benschneider, Seattle