Travelzoo
DIGITAL BANNER CAMPAIGNS / CONCEPTS / DESIGN / LIGHT COPY
Travelzoo is a global media commerce company. With more than 28 million members in North America, Europe, and the Asia Pacific and 25 offices worldwide. They publish offers from more than 2,000 travel, entertainment, and local companies. Travelzoo's deal experts review offers to find the best deals and confirm their true value.
I was contracted by Travelzoo to develop a new campaign and design direction for their digital ads which appear within membership subscription emails. The CTAs for the campaigns were fourfold: Make members aware of the new Travelzoo app, engage them to use and contribute to social media, provide insider travel tips, and showcase their client testimonials.
The brief called for iterating from the current brand while developing a new creative direction that was unique within this market. This included tone of voice and developing an overall design direction that could inform the Travelzoo brand's overall visual direction. Additionally, based on research data, the designs also needed to appeal to their core audience which is predominantly mature females.
For the scope of the project two distinct design directions were developed: photographic and illustrative. Both using contemporary, modern type that gave it a more luxury feel. Retaining the brand's color palette was imperative for preserving brand recognition, however, it was used in more unique and unexpected ways.
Their current banners were static, therefore interactive elements (slides/gifs) were introduced to help make the experience more dynamic. Additionally, in collaboration with their team, direction, and execution of the photo editing and copywriting were provided.
