Sunwing is a leading Canadian travel provider that works in four main verticals: Family Vacations, Adult/Luxury Vacations, Adventure/Off the Beaten Track, and Destination Weddings.
In the winter of 2014, Sunwing sought a digital piece that would drive engagement across their verticals after witnessing the "viral" success from their competition the year before. Looking for something beyond ad buys, they turned to Secret Location for ideas in creating compelling digital content that would resonate with their target audience.
At Secret Location, a small team of specialists (Creative, Strategy, Design, and UX) assembled to bring together a fresh approach to digital content creation, marketing, and branding. The result is this stunning campaign that I had the pleasure to run point on.
Our approach and mentality was simple - we're not going to emulate our client's competition. Instead, we sought to deliver a new user experience in vacation planning. Driven first by emotions through programmatic customization, stunning visuals, and custom vacation trailers; our focus on user generated, sharable content aimed to capture and spread the envy of sunny vacations over social media in return for discounts and upgrade packages.
Media property of Secret Location (for display only).
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