Insight:
National Geographic is a household name. Everyone knows it and
everyone loves it. However, National Geographic Expeditions is unknown.
It lacks the same brand awareness and loyalty that its parent company
holds.
Solution:
Backed by the same team of researchers, experts and travelers that curate
content for National Geographic, Nat Geo Expeditions brings those majestic
locations, sights and experiences to its consumers in real life.
This Integrated Brand Campaign shows travelers that Nat Geo
Expeditions can provide them with unique, one of a kind experiences
and opportunities that display the true difference between travel and
adventure - The National Geographic Expeditions Difference.
Dream Team:
Tarinee Rajaraman: Art Director, Copywriter and Strategist
(this was a one woman army situation)
Won at the American Advertising Federation, ADDY Awards, 2023
GOLD | Consumer Campaign
Best in Show | Overall
Won at the Red Dot Design Awards 2023
Guerilla Makreting Stunt
The Classic Nat Geo rectangular box is installed in cities with high foot traffic around the world - Tokyo, Shanghai, New York and London.
It acts as a 'gateway' that the viewers can physically step through. A QR code is found on the structures that directs
curious viewers to a CTA and eventually the Nat Geo Expeditions website.
The Classic Nat Geo rectangular box is installed in cities with high foot traffic around the world - Tokyo, Shanghai, New York and London.
It acts as a 'gateway' that the viewers can physically step through. A QR code is found on the structures that directs
curious viewers to a CTA and eventually the Nat Geo Expeditions website.
Instagram story filters that allow users to document their adventures
with Nat Geo Expeditions. This allows for UGC and initiates a sense of
community in all of Nat Geo Expedition’s ‘users’. In turn it creates a sense
of brand loyalty and awareness for the NGE that it currently lacks.
with Nat Geo Expeditions. This allows for UGC and initiates a sense of
community in all of Nat Geo Expedition’s ‘users’. In turn it creates a sense
of brand loyalty and awareness for the NGE that it currently lacks.
OOH and print ads because, what is a Nat Geo ad without an ode to
the classic magazine features and majestic imagery?
the classic magazine features and majestic imagery?