Titel | Cancun |
Agentur |
Dirty Water Integrated
|
Kampagne |
Mascots - Council Travel
|
Werbende |
Council Travel
|
Marke |
Council Travel
|
Posted | Februar 2002 |
Geschäftsbereich | Reisebüros, Reiseführer
|
Slogan | Your Spring Break Headquarers ! |
Story | The campaign uses humor and the common college mascots to develop a brand personality for Council Travel, America's largest student travel agency. |
Philosophie | 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. |
Problem | 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. |
Medientyp |
Zeitschriftenanzeige
|
Markt | Vereinigte Staaten von Amerika |
Executive Creative Director |
Sam Gulisano
|
Texter |
Dave Prager
|
Art Director |
Carolyn Gargano
|
Fotograf |
Justin Stephens
|