Marketing Guidelines
Last update: 11. November 2025
AECO's Marketing Guidelines have been revised and extended to a Communication Toolkit for AECO's members.
This is more than a set of guidelines—it’s a shared foundation for how we speak about Arctic expedition cruising. Developed to support AECO’s mission of protecting the Arctic while enabling responsible tourism, the toolkit helps ensure that all messaging aligns with AECO’s values of safety, responsibility, cultural respect, and environmental care.
By using its components together, members and partners—including operators, field staff, marketers, guides, agents, and influencers—can communicate in a way that is consistent, respectful, and operationally grounded across marketing materials, onboard briefings, and social media.
Overview of the Toolkit Components
The toolkit is structured as a modular system, where each element serves a
specific purpose but also complements the others.
This interconnected design ensures that:
- Marketing materials align with operational realities and cultural respect.
- Guest briefings reinforce the same values promoted in external messaging.
- Visual identity remains consistent across platforms.
- Language choices avoid misrepresentation and foster trust.
Marketing Guidelines
These guidelines help shape external communication by offering practical advice on language, imagery, and storytelling. They help members to avoid misleading claims, unsafe representations, and cultural insensitivity.
- Language and Narrative
- Use of Imagery
- Influencer Communication
- Greenwashing and Legal Risks
- Do’s and Don’ts
Guidance on Problematic Words and Phrases
This section identifies commonly used terms that may misrepresent the Arctic or its communities and includes explanations of why certain words can be problematic. It also offers recommended alternatives to help members communicate with greater cultural and ecological sensitivity.
- Words to Avoid
- Why They’re Problematic
- Recommended Alternatives
Brand Manual
This component defines AECO’s visual identity, including logo usage, fonts, colors,
and design templates. It ensures that all member and partner materials maintain a
professional and unified look, reinforcing AECO’s brand recognition.
- Visual Identity
- Logo Usage
- Fonts and Colors
- Templates
- Resources (Posters and Videos)