Silversea x New York Times Ad

The Silversea x New York Times ad emerged as part of Silversea’s 2021 Brand Campaign, just after the world emergency of COVID and people was eager to travel once again.

That’s exactly when our team was requested to create a special eight-page insert showcasing the broad destination offer and highlights of the Silversea experience to be distributed in the New York Times.

The caveat: four of those pages were actually vellum, a semi-translucent paper with a lot of technical limitations. Vellum paper is transparent, presenting unique challenges for printing as designers typically only print on one side, and the material requires careful consideration of ink types and layering to maintain readability.

The Technical Challenge

Our solution was to create a reading experience where elements worked together as a composition, to get around those limitations. Because vellum paper is transparent, we had to carefully plan how text and images on different pages would interact when readers flipped through the insert.

The technical constraints were significant. Vellum presents printing challenges including ink absorption issues, transparency considerations, and the need for precise registration when layering pages. We needed to work within these limitations whilst still delivering the luxury aesthetic Silversea’s brand demanded.

Storytelling Through Layers

Storytelling was key for the Silversea x New York Times ad. We introduced the “letter to the curious” on top of Steve McCurry’s iconic picture, placing elements carefully to be readable and also avoiding overlapping text. McCurry is renowned for capturing extraordinary images that convey stories in a single frame, and his work has become one of the most iconic voices in contemporary photography, making him the perfect visual partner for Silversea’s exploration narrative.

The layering effect of vellum allowed us to create depth in the storytelling. As readers turned each page, new elements revealed themselves whilst previous layers remained subtly visible, creating a sense of discovery that mirrored the travel experience Silversea offers.

Compositional Innovation

We used the central pages to display a world map highlighting destinations and finally, we added a collage representing the principles of Silversea’s service. The transparency of vellum became an asset rather than a limitation, allowing the world map to feel expansive and connected across the spread.

The collage on the final pages synthesised visual elements from throughout the insert, bringing together destination photography, service details, and brand messaging into a cohesive whole. Each element was positioned with precision, ensuring that when viewed through the translucent vellum, the composition maintained clarity and impact.

Results and Market Impact

Fortunately, the Silversea x New York Times ad had a great reception and conversion increased bookings significantly in the NY area. The New York market represents a critical demographic for ultra-luxury cruise operators, and this innovative print execution cut through the clutter of traditional advertising.

The success demonstrated that even in an increasingly digital world, exceptional print craftsmanship can drive measurable business results. The tactile experience of vellum, combined with McCurry’s iconic imagery and strategic storytelling, created a memorable brand touchpoint that digital advertising simply cannot replicate.

This luxury brand project proved that technical limitations, when approached creatively, can become distinctive brand assets that separate good advertising from truly memorable campaigns.

Project Vitals

Client: Silversea Cruises
Project: New York Times 8-Page Insert
Campaign: 2021 Brand Campaign
Special Material: Vellum paper (4 of 8 pages)
Photography: Steve McCurry
Distribution: New York Times
Services: Art Direction, Editorial Design, Layout Design, Print Production
Key Elements: “Letter to the curious,” world destination map, service collage
Results: Significant booking increase in New York area
Technical Challenge: Transparent vellum paper printing limitations