Carolyn Gargano
Sr Group Creative Director at W2O Group
San Francisco , 美国
标题Pool
广告公司
广告战役 Mascots - Council Travel
广告主 Council Travel
品牌 Council Travel
Posted2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
文案
美术指导
摄影师

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