Project | Get Outta Here
Role | Global Creative Director
Opportunity
In the spring of 2022, COVID restrictions were lifting and the world had the travel bug. The only problem: everything was expensive. Airlines were still opening up routes and hotels had pre-committed inventory making it a seller's market. Also, the price of gasoline for the average American was surging.
Solution
We addressed these consumer problems head-on by showing how much more value an RV trip on Outdoorsy provides over the alternatives. We also wanted prospective guests to see how the outdoors can help them escape stress, reconnect with loved ones and absorb the goodness of the outdoors.
Insight
About seven out of ten adults were making changes to their vacation plans due to the inflated cost of travel. Over 45% of those travelers were seeking cheaper activities or less expensive accommodations and destinations.
Impact
The campaign delivered 22M earned impressions, boosted lifecycle conversion by 25% YoY, improved ROAS for OTT by 32%, and drove national partnerships with Yeti, Merrill, and AllTrails.
Primary Palate
This color system blended the natural tones of sand and conifer with the bold signal colors of road travel. These bright accents also provided the campaign with a playful pop-vibe which we knew would stand out in social.
Throwback Logo
Inspired by the nostalgia of 1950's national park signs and whimsical roadside signage, this campaign slogan was designed as an icon and a wordmark. Having two configurations allowed us to apply the tagline across a wide range of vertical, horizontal and square formats.
OTT + Paid Social
We created two spots and two complimentary paid social ads that addressed inflation head on and positioned Outdoorsy as the logical and emotional alternative to mainstream vacations.
Organic Social
Secured partners and engaged our combined communities of 5M+ in a fun summertime giveaway on Instagram.
Each week we introduced a new theme and asked our followers to tell us in just four words why they wanted to Get Outta Here. We created a custom landing page to relay the weekly prompt and capture the quirky responses.
The top three answers were animated and posted on Instagram each Friday.
The winners walked away with a free trip on Outdoorsy, an Escape Pack filled with merchandise from our partners and a custom congratulatory gif!
PR Strategy
Merchandise the insights that led to an inflation-focused campaign in the first place. The team pitched stories about a large segment of inflation-sensitive travelers who were prioritizing 'nearcations' and finding RVs to be the ideal solution. These findings were picked up by respected outlets and syndicated across print, digital and television.
Linked-in
content
Worked with the team to create carousels and native editorial content that spoke directly to the LinkedIn community.
"
Millions of Americansarefeeling the heat - of travel burdens, as well as travel costs. Butwhat's thepriceof not taking avacation? Sure, you've seen the stats on al the benefits of vacation for yourpersonal health and wellbeing.But did you knowtaking a break also makes you 80% more productive at work? So ifyou're feeling like you can't afford to take a vacation... maybe you can't afford not to.
Millions of Americansarefeeling the heat - of travel burdens, as well as travel costs. Butwhat's thepriceof not taking avacation? Sure, you've seen the stats on al the benefits of vacation for yourpersonal health and wellbeing.But did you knowtaking a break also makes you 80% more productive at work? So ifyou're feeling like you can't afford to take a vacation... maybe you can't afford not to.
Outdoorsy
x
PayPal
If travelers were struggling with inflation, we wanted them to know we had their backs. We worked with our product, engineering and design team to do an integration with PayPal that would allow Outdoorsy guests to pay off their trips over twelve months with zero-interest.
.
Selected Press: Associated Press, Reuters, Skift, Cision, Travel + Leisure, Outside, Los Angeles Times, Yahoo!, RVIA,
Team: Christian Baker, Neil Robinson, Madison Myers, Claire Walsh, April Cummings, Jeff Johnson, Andy Berner, Christopher Larsen, Louis-Philippe Reil, Jessie Freeman, Mary Ashton Burgh, Lindsey Ashley, Patrick Kirshtner, Jen Young and more partners.
