Cultural travel collection conceived and published by Essentialist
Visual communication campaign & branded content
About:
Essentialist is a company working in the luxury travel segment. The main products delivered by the agency to a final customer are personalised and handcrafted guides for a trip. However, Essentialist also provides booking services, transportation assistance, and flexible day planning. Its uniqueness stems from the fact that it has a worldwide network of leading travel and lifestyle journalists, alongside with assigning each client to a travel-de-signers.
Challenge:
Create an editorial and audiovisual communication plan on all platforms that transmits the essence of different places around the world, based on innovative and provocative content, that makes our target sit up in their seats and pay attention.
2020
Communication campaign plan and members touchpoints
Visual metaphor of hidden experiences
At the heart of the media campaign of the “Behind the Curtains” is an element that transmits the essence of Essentialist. The radically and briefly shown curtains - symbolises a wider look into the places, a new point of view on experiences. The “curtains” harmoniously complements the basic modular system and, thanks to its mobility, helps to achieve even greater dynamics and variety in the layouts.
Interactive and personilized guides
Combines a personalised tailor-made guide to a destination, audio interviews (available via links integrated in design) of a travel journalist or a person about places, experience and stories.
Touch of a personal and physical connection, human feeling to enhance a digital services of Essentialist.
Macro web-sites for destinations
It has been chosen to create Behind the curtains as a contemporary series of macro website guides for every destination, so each part of communication could be seen as a standalone piece or as part of the wider collection.
Websites that are accessible with a private password, so it gives a feeling of privilege for existing and future clients.
Exclusive content for members & free engaging for public
The style of delivering information of Essentialist stories in the way in which to communicate the series, reproducing the collection for digital experiences through macro websites that are accessible with a private password, so it gives a feeling of privilege for existing and future clients. Each country is aligned with native branded documentaries on microsites depending on destination and supporting guides and insights with additional information about the most iconic experiences, or well-known people’s life and their works.
