ROLES
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
MEDIUMS
TV : CONTENT : PRINT : OLA : SOCIAL
TV : CONTENT : PRINT : OLA : SOCIAL
Surprisingly up until around 2012 there was no singular representation of the USA, as a whole, as a holiday destination. Each state in the US marketed themselves separately.
The challenge was to create a global 360º campaign that would capture the youthful and inspiring spirit of this great country. Something with the flexibility to be tailored to four different persona types across their key markets.
The global popularity on the US as a vacation destination has greatly declined since the end of the 1990’s. There is a greater pressure to combat negative perceptions of the US that have grown and rekindle people’s passion with amazing culture that has had such enormous influence on almost every country in the world.
The global popularity on the US as a vacation destination has greatly declined since the end of the 1990’s. There is a greater pressure to combat negative perceptions of the US that have grown and rekindle people’s passion with amazing culture that has had such enormous influence on almost every country in the world.
THE CONCEPT
SEE HOW FAR YOU CAN GO
SEE HOW FAR YOU CAN GO
The USA is the youngest country in the world, the new kid on the block. A land rich with opportunity and optimism.
We created a line taps into the adventurous side of both the target holiday makers and the country. Something that would be inviting and allude to the many diverse adventures just waiting to be had.
See how far you’ll go, geographically, spiritually and emotionally. And craft your own dream American tale.
THE CAMPAIGN GUIDELINES
I created this guide for the clients to use with their many partners, to help maintain the correct spirit and use of the campaign across the many different marketing and PR mediums.
ORIGINAL CONCEPT
GO ANYWHERE FROM HERE
GO ANYWHERE FROM HERE
Here is a small collection of executional ideas for the original manifestation of our concept, including a mood film that encapsulates the spirit of the campaign.
