Outdoors Plane Trips Campaign
As pioneers in the surprise travel industry, Pack Up + Go wanted to continue expanding its offerings - thus, a new trip type, surprise Outdoors Plane Trips, was born - travelers are sent to a nature-focused destination, but won’t know where they’re going until the day they depart. With limited funds for a tech build, we encountered issues attempting to solve with a workaround for trip sign ups. It was my job to both create a unique, wanderlust-inspiring campaign that would build up enough hype to be successful, and ensure that users trying to book an Outdoors Plane Trip had all the information they needed to do so.
Hoping to reimagine the brand in an outdoorsy style, I was initially drawn to ‘60s and ‘70s national parks signs and posters, and the style of vintage outdoors brands as my inspiration for this campaign. The ultimate goal was to inspire wanderlust and nostalgia - referencing back to a time when there were no cell phones, just the great outdoors. We wanted to push our audience to unplug, unwind, and relax. I ultimately opted for calming, muted tones of some of our original brand colors, plus a whole lot of green. A condensed version of our header typeface gave the retro vibe we were after. A pattern alluding to elevation maps put the cherry on top the visuals for this campaign.
To build hype, I designed a series of inspiring graphics to tease the launch on social. This really got people excited - we received over 100 DMs from excited travelers on Instagram. This trip type had been requested by our travelers for years, and they were so glad it was finally happening.
The copy encouraged users to slow down and take it all in. We used real traveler photos to inspire a newfound slow lifestyle.
These posts on average had a 15% higher engagement rate than the majority of our other posts.
I created an informational carousel graphic with short, simple language that ultimately proved to be clear and helpful to our users - the initial Outdoors Plane Trips campaign garnered $230,000 in revenue.
