Build one singular campaign across four disparate brands called, “Somewhere to look forward to,” capturing the excitement that comes from having travel plans on the horizon that distills the Unpack 2025 travel trends report into hundreds of made-for-social deliverables for different platforms across four distinct brands: Expedia (inspired), Hotels.com (youthful), Vrbo (luxe), and Wotif (Australian). We were tasked with internalizing the four unique brand personalities and then creating carousels, polls, in-feed posts, influencer reels, and infographics, across three separate phases of the customer journey.
Results:
This campaign generated the strongest Unpack results ever. Organic social surpassed 10M impressions with an engagement rate of over 3%. Paid social reached close to 30M views and over half a million clicks. And influencer activity nearly achieved 3M impressions with an engagement rate that’s triple the industry benchmark.
Notes:
As someone who spent the better part of two years being essentially a nomad, I loved working on a travel brand.
ROLE:
Worked hand in hand with art director partner, aligned with photography editor to pull imagery, came up with scenarios and developed copy, scripted out influencer video, looked up Australian slang.
