Unexpected Distinations Pitch
UNEXPECTED DESTINATIONS CONCEPT [ 1 ]
After being asked to explore travel for AMEX Travel, I developed an out-of-home concept centered on unexpected destinations instead of iconic landmarks, creating a fresher take on destination advertising
FROM INSPIRATION TO BOOKING [ 2 ]
The idea was structured around the traveler journey, with messaging that moved from dreaming and planning to booking and post-trip engagement
GLOBAL TRAVEL STORYTELLING [ 3 ]
The campaign featured unusual hotels, restaurants, and experiences around the world to make travel feel more curious, personal, and memorable
* SELECTED AS A FINALIST, BUT ARCHIVED DUE TO BUDGET CONSTRAINTS IN 2021.
UNEXPECTED DESTINATIONS
We all crave adventure and the chance to explore beyond the expected. But the farther we go, the more we rely on a trusted travel partner to guide us. With American Express Travel’s global resources and 24/7 support, Card Members can pursue unforgettable experiences with confidence
DREAMING
DIRECT MAIL
It’s one thing to promise “unique travel experiences.” It’s another thing to deliver them. This campaign does it with photos of spectacular destinations in vivid color. They invite Card Members to see the world—and American Express Travel—in a new way. (Look closely and you’ll see GPS coordinates at the top of each photo.)
DREAMING
MAGALOG
This piece plays a key role in the dreaming phase. Beautiful production pulls the audience in and encourages them to imagine themselves in these epic destinations.
DREAMING
MAGAZINE
ADS
Full-page print ads give us the space to indulge the audiences curiosity with epic photography from our unexpected destinations.
DREAMING
By continuing to show amazing destinations, we are encouraging Card Members to imagine travel beyond their dreams and begin to plan their own exploration of unexpected destinations.
Dynamic module based on Card type.
DREAMING
AMEX.COM
BANNER
As we move from dreaming to planning, our Card Member is presented with inspiration and offers to encourage quick action.
DREAMING
AMEX.COM
SOCIAL
Social posts keep inspiring our Card Members with amazing destinations and build a conversation around #imaginethat.
DREAMING
YOUTUBE
VIDEO
The campaign comes to life in video with artful animation and a sophisticated
voice-over, making these unbelievable destinations tangible.
PLANING
DISPLAY
BANNERS
Targeted banners in the planning phase begin to talk to our Card Members about amazing destinations in regions or countries that are in their consideration set for travel.
PLANING
An email with dynamic elements that show our Card Member their point balance, relevant destinations, offers and activities—all the tools they need to plan the trip they’ve been inspired to take.
Reward Points Balance populated based on Members account info.
Hero populated based on destination of interest.
Dynamic Hotels populated based on destination of interest.
Activities & Entertainment populated based on destination of interest.
PLANING
INTERACTIVE
LANDING PAGE
For answering a few simple questions, the Card Member is rewarded with a custom selection of unexpected destinations (represented on an interactive globe).
BOOKING
AMEXTRAVEL
BANNERS
As Card Members get closer to the booking moment of truth, our banners offer reinforcement of their dream destination and offers that drive urgency.
POST - TRIP
Reaching out while the Card Member is still basking in the experience of their last trip, we inspire their next trip with a tantalizing destination and reminder of their points balance.
Reward Points Earned populated based on Members last trip.
Hotels & Activities populated based on new destination.
