"LIKE A LOCAL" JANUARY LAUNCH CAMPAIGN
CREATIVE DIRECTION, CAMPAIGNS, DIGITAL, MARKETING, COPYWRITING, PRINT
To propose January launch campaign creative for Headwater in January that dramatises the brand in a memorable way – ensuring that key parts of the campaign have a strong CTA and drive response.
A self-guided travel package company wanted to fight the winter slump that happens after Christmas. By wanting to feed consumer wanderlust born from the “January Blues”, I positioned the campaign as the “window” into the unique and exotic locales that they yearn for during the dreary winter months. These "windows" will give the viewer an up-close and intimate sneak peek of a place, its cuisine, its culture, and its tradition through the eyes of the locals that live there.
The accompanying copy will invite and entice the customer to "do as the locals do" by offering them a unique, local perspective with the package holidays. Reportage photography, a monoline organic handwritten font (representing a path or a journey), and a polaroid motif that will frame the "local" when applicable, help give two unique yet cohesive executions of a greater wanderlust-fostering marketing campaign.