Campaign: Mess up and Miss out
Brief [Bullet]: Travel Advice for 18-30s holiday goers from the FCO. Europe-wide campaign.
Creative response: A ballsy copy driven campaign designed to grab 18-30s attention and get straight to the point. If they’re reckless, they could miss out on their holiday. Keeping it this simple was key to the success of the communication and won a Silver at the Travel Awards in March 2011.
"167,000 holiday makers travelled with the tour operators during May-September 2010. Emails were sent out prior to holiday makers departing, Reps gave advice in their welcome speeches and address cards, posters and frisbees containing safety messages were distributed. A full page advert in the 2011 Club 1830 and Escapades brochures reached a further 410,000 travellers."
Cat Orriss: Pitch winning art direction and copywriting