I collaborated with a group of five others to create an advertising campaign for KAYAK travel search engine. Our target demographic is millennials, male and female, aged 18 to 34 who are often making travel plans on their own for the first time without the help of their parents. Our single-minded idea is that KAYAK’s customization options gives millennials the confidence to plan their own personal, budget-conscious trips. Our research led to our two main insights:
Millennials want to have personal travel experiences without breaking the bank.
Customization gives millennials confidence because they have more control.
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The tone of the work is confident, encouraged, and inspired. As we are targeting millennials, some of whom are making travel plans independently for the first time, it is important to stress that KAYAK offers users confidence and the potential for personal experiences. In order to do this, we are adopting a tone of “wanderlust,” specifically highlighting the memorable moments of our travel experiences to help users imagine their own trips.