As the director of the cruise beat at Travel + Leisure, Laura created smart, revenue-producing platforms. One project that she worked with the team to launch was an innovative digital product, the Travel + Leisure Cruise Finder, which was sponsored by Carnival Cruise Line and generated $500,000 in revenue. Powered by FindTheBest.com, this interactive tool incorporated volumes of the magazine’s own research and allowed users to compare hundreds of ships on essential factors, from price to ports of call.
To accompany this finder, Laura and her team created the multi-layered “Guide to Cruising Now.” This immersive print and digital package included a variety of approaches. In addition to commissioning traditional content — a fashion shoot, an annotated look at a game-changing new ship — the editors crowd-sourced advice from Travel + Leisure’s followers and polled readers to create the magazine’s first ranking of the best ships at sea. It was a huge success, bringing in an unprecedented 18 pages of advertising.