Below you’ll find an overview on a recent summer campaign I led. Details of this work have been removed as this work is still subject to NDA.
Global Summer Campaign
Series + Playbook
Travel | e-commerce
Gypsy Inc
Creative Strategist + Creative Producer
Presented with an evergrowing list of challenges coming into the 2023 travel season, this client came to us looking for a way to engage audiences to excite them about travel and drive traffic to their platform while introducing them into a new market.
Our challenge was to create a campaign that could effectively introduce their list of services to this new market while still being broad enough to reach out of this market and create continuity as they expanded it to a global stage at the end of the summer. This work needed to be fun and playful, while still acknowledging the lingering challenges that came with travel in a post-pandemic world.
Building Strategy
With activations ranging from OOH to digital ads and social, our team knew this would be a heavy creative lift. As a result, I worked closely with brand strategy to identify key audiences and establish our approach to engagement within these audiences based on the insights this company had gleaned from previous campaigns. We created three separate pillars for messaging and established three primary audiences we wanted to target with specific messaging.
From there, I built out the comms roadmap for these movements to show the client how we would leverage creative to speak to these audiences. This step was crucial in getting buy-in from the client and finalizing how we were leveraging creative to match established KPIs.
The Creative Process
After the initial roadmap was established and we understood the direction of this creative, we worked to develop concepts that would work well within these activations. We sent a variety of options over and my concept was chosen as the lead for this work. I partnered with copywriters and designers to build this concept out further, expanding this concept into a variety of activations that spoke to the audiences we had established within strategy.
From there, I led our team of designers to build all mockups and put the playbook together that we would eventually hand off. During this time, I worked directly with the client to ensure that the playbook was in alignment with their design standards, pulled content directly from their team for a more seamless transition, and designed many aspects of the playbook myself to showcase the information more effectively.