THE CHALLENGE: Intrepid Travel was new to Canada yet has over 20 years experience in small group travel. Intrepid wanted to communicate that it is a ver experienced company and that they know their stuff. THE IDEA: What better place to engage travellers than a airplane ride! On a plane you are often bored so we used the Air Canada Enroute magazine as a platform to spread the word. The line was ‘In 20 years you learn a thing or 2000′. Each ad was a journal page with funny idiosyncrasies from different countries. We tapped into the insights you will only have if your a traveller and stayed away from tourist cliche and popular things that everyone knows. We attracted travellers.
My Role in this project was getting the business. Creative Strategy, Creative Idea, Art Director, Writer, Vendor Management and Creative Lead.