STA Travel | Retail Digital Campaign

On this cross-platform campaign running in five global divisions, I led the creative direction and project managed production on all assets. I wanted this campaign to stand out from the all the Black Friday emails our customers were getting, so I decided to lead the campaign towards an all graphic motion concept rather than a static image led. To differentiate from typical dark “Black Friday” campaigns, I wanted to focus on the light side, integrating neon travel inspired lights.

It was key to let the visuals and message lead the campaign, so we used one hero gif in our Black Friday email with straight forward messaging to capture our demographic.

The reports on the campaign stats had proved to be one of the most successful digital campaigns of the entire year. Leading with an 80% click through rate and an overall 37% increase in sales from previous year.