Exclusive Resorts - Parents of Teens, Print

Almost overnight, your babies are now college-bound teenagers. How is it possible?

Exclusive Resorts, a luxury vacation brand, needed to connect with parents of teenagers on an emotional level. We developed a timeline that captures major childhood milestones in a heartfelt way that parents would relate to.

Here are my favorite print concepts:

Exclusive Resorts - Multi-generational Family, Print

Exclusive Resorts approached us with another audience in mind - grandparents who travel with their children and grandchildren.

Once again, an emotional appeal was called for to reach this audience. Here are my favorite print ads for multi-generational families who travel together:

United Airlines - Economy Plus, Direct Mail

United Airlines launched a wonderful new travel benefit - extra legroom on board. That's definite cause for celebration!

We kicked off the announcement with Direct Mail targeted to current Mileage Plus members. Here are two different approaches that we presented:

Concept 1, Direct Mail, Outside

Concept 1, Direct Mail, Reveal

Concept 2, Postcard Front

Concept 2, Postcard Back

Exclusive Resorts - Holiday campaign, Print

Holidays are a popular time to get together with family. Exclusive Resorts asked the question, why not travel together at this time? Indeed.

Here are my favorite print campaigns that fit our timeline concept:

New Holland - "Dirty" concept, Banner Ads

The New Holland business pitch introduced me to my favorite target audience to date - the Gentleman Farmer. Monday-Friday, 9-5, these individuals don suits and bounce from one business meeting to the next. But come the weekend, it's overalls and tractors, farm fields and chicken coops, that have their undivided attention.

New Holland has a line of tractors just for them. And they needed a fun campaign to launch the brand to this special audience.

We developed two unique looks, with print, OOH and social media aspects to grab attention and increase sales of tractors.

The first, "Dirty", appeals to the fun aspect of working with your hands, and going back to the land - getting dirty and reveling in it. Here is an online screen take over that captures the spirit of fun:

New Holland - "Dirty" concept, Print

The print concepts for the "Dirty" campaign took a fun and somewhat romantic approach to playing in the dirt:

New Holland - "Vargas-style" concept, Banner Ads & Website

The second concept for New Holland appealed to the Gentleman Farmer in a different way - leveraging the retro appeal of Vargas girls to sell tractors in a fun and playful way.

A bit tongue-in-cheek, with a hint of risque, the concept opened the door to fun event opportunities with real live Vargas Girls. Here are the screen take overs and new landing page we created:

New Holland - "Vargas-style" concept, Print

Print campaigns for the "Vargas" concept took a classic approach to selling New Holland tractors with the help of cheeky line and a pretty girl:

New Holland - "Vargas-style" concept, OOH

OOH advertising concepts included an interactive bus kiosk in urban environments that would invite you to hear "a little dirty talk". Upon pressing the button, you would learn all about the new line of tractors from New Holland, perfect for you, the Gentleman Farmer.







Rural OOH played off the natural beauty of the land with the natural beauty on the billboard:

United Airlines - Route Launch, Direct Mail

A new United Airlines route launch to an exotic destination called for a fantastical bonus mile Direct Mail offer:

United Airlines - Elite Status Offer, Direct Mail & Email

If there's one thing we know about business travelers, they value their miles and their status. Every year, United Airlines offers a select group of travelers the opportunity to experience elite status. Ordinarily, you have to earn a set amount of miles in a year to aspire to this level of travel, so this unique offer merited an exclusive feel.

We developed Direct Mail and Email components that delivered a prestigious feel. The Direct Mail was a heavier weight invitation, complete with foil seal. The dynamic email component opened as an invitation would, to reveal the offer within. Recipient of both pieces were asked to "RSVP" to receive their status.

Direct Mail - Outside

 

Direct Mail - Reveal

Email

United Airlines - International Travel Bonus Mile Offer, Direct Mail & Email

As if you need more incentive to travel abroad, how's 10,000 bonus miles? This Direct Mail concept launched a fun bonus mile opportunity for United Mileage Plus members. Adapting the look of a passport, it immediately brings to mind international travel.

Direct Mail - Outside, open

Direct Mail - Inside, open

The email concept incorporated the passport theme as well, and introduced a globe image from the United Airlines image library to help bring the campaign full circle.