April 2011 promo postcard - We wanted to emphasize the cultural component of our tours with this piece.
March 2011 promo postcard - In late 2011, Go Ahead began to transition from promo-driven marketing to a new dynamic pricing model, which meant the company's long-standing "save up to" messages would be a thing of the past.
This postcard was intended as a transition piece: it includes a promotion in a violator along with an understand urgency message, but the primary message is about selling the dream of travel and showing customers that the far corners of the globe are within reach.
View PDF
View PDF
July 2011 Promo Postcard - This piece was an exercise in concision. The goal: promote Go Ahead's companion airfare sale. The concept: "fly to China for just $99." The trick: don't leave customers thinking the deal applies only to flights to China...and do it in fewer than 100 characters, including spaces.
View PDF
View PDF
April 2011 Mini-Catalog - This is the low res version of an April 2011 print piece. The concept was to pick out the "wow" moments from a series of tours and bring them to life with splashy photography and immersive copy. With the exception of the cover, these are two-page spreads, which Coroflot resizes into a 1000x700 pane.
I worked with graphic designer Christine Patronick to create these concepts, to find imagery that supported our marketing goals, and to make sure photo and copy functioned as one.
View PDF
View PDF
2011 Calendar - Intended for our most loyal customers, this catalog helped our travelers keep dreaming of their next vacation.
2011 Calendar Interior - Each month tied into a specific promotion.
2011 Calendar Back Cover - A short letter on the back cover.
Go Ahead Tours Catalogs - We published catalogs four times a year. Each ran between 130 and 160 pages. I wrote all the copy.
Group Sales Collateral Covers - Go Ahead's group sales program differed markedly from its consumer-focused sales' incentives. To help explain the value of group sales, we created pamphlets, leave-behinds, brochures, videos, slideshows and more, with outstanding results.
Group Sales Collateral Interior - A look inside some of the collateral we created for group sales.
gLike
Go Ahead Tours - Print
Historically, Go Ahead Tours had designed its print pieces solely for direct response. During my time at the company, we changed our approach, weaving print pieces into coordinated multimedia campaigns. This is a small sampling of our work, and an attempt to show the full depth and breadth of what we did, from promo-driven urgency messaging to dreamy, inspirational travel concepts.