标题 | Europe |
广告公司 | Dirty Water Integrated |
广告战役 | Mascots - Council Travel |
广告主 | Council Travel |
品牌 | Council Travel |
Posted | 2月 2002 |
行业领域 | 旅行社、旅游经营者 |
广告口号 | Your Spring Break Headquarers ! |
剧情简介 | The campaign uses humor and the common college mascots to develop a brand personality for Council Travel, America's largest student travel agency. |
哲学 | 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. |
问题 | 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. |
媒体类别 | 杂志 |
市场 | 美国 |
执行创意总监 | Sam Gulisano |
文案 | Dave Prager |
美术指导 | Carolyn Gargano |
摄影师 | Justin Stephens |