Carolyn Gargano
Sr Group Creative Director at W2O Group
San Francisco , Estados Unidos
TituloBeach
Agência
Campanha Mascots - Council Travel
Anunciante Council Travel
Marca Council Travel
PostedFevereiro 2002
Sector Empresarial Agências de viagens, operadores de turismo
Legenda Your Spring Break Headquarers !
História The campaign uses humor and the common college mascots to develop a brand personality for Council Travel, America's largest student travel agency.
Filosofia The creation of the Council Travel Mascots campaign in print, in-store posters, at website, in banner ads and more, was the answer. Mascots represent “college” and by using mascots (versus people) in certain situations, Council Travel can feature engaging, enticing scenes that might be construed as inappropriate if humans were used.
It is through the mascots that we can demonstrate the students’ “situational growth” while appealing to a wide range of personalities, desires and Council Travel benefits. Unexpected craziness of visuals can be offset with straight-forward presentation of copy and travel deal specifics.
Problema Students work hard, play hard and seek a vast array of travel experiences from “Party” to “Introspection." For them, travel is “where” not “if," but money is always a concern. Students are a market segment very much driven by brands, yet there is very little branding in the Student Travel category. Anyone can say $599 to Cancun in their ads.



Our challenge was to create and communicate a Council Travel brand personality while simultaneously communicating the core package and destination info.
Tipo de Mídia Publicidade em revistas
Mercado Estados Unidos
Director executivo criativo
Redator
Director de arte
Fotógrafo

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