Tasked with bringing tourists to one of the most isolated communities in the world, the brief asks to present the location as not just another holiday location: St. Helena is different, and the target needs to recognise, and be enticed by this.
THE MOST EXTRAORDINARY PLACE ON EARTH
The brief highlights its target as those of an older age profile (50+) who are both 'time and money rich.' Considering this, I opted for a more traditional media approach.
ST. HELENA | ADVERTISING CAMPAIGN
TRADITIONAL MEDIA
After discussing the brief with those who would fall into the established target, it became clear that abstract advertising would not be effective: the proposition and message need to be clear, direct and, importantly, true.
Considering the uniqueness of the location and the brief's emphasis on marking its difference from 'tacky' package holiday resorts, a simple and bold campaign line became clear: like no other.
The brief also underlines that the newly updated brand identity should be rolled out and translated onto all marketing collateral. With this - and the target's preferred media channels and style - in mind, I wanted to keep just 3 things at the forefront of the campaign: the island's beauty, the island's branding and the simple, clear proposition.
CAMPAIGN LINE // 'BIG IDEA'
BRAND FONTS
OUTDOOR // 6 SHEET
The campaign relies heavily on photography to present the extraordinary beauty of St. Helena. The simple composition allows the ads to act as windows into the atmosphere of the landscape, giving the target a taste of what can be experienced upon visiting the island in person.
The images should appeal to the specific target outlined in the brief: independent adventurous travellers. Those for whom a photograph is not enough, they want to experience what is pictured first hand.
The palette of natural tones within the composition further reinforce the non-commercial nature of this destination: the target can easily recognise the island's adventurous, unspoiled charm.
The campaign line stands as the boldest element of copy and is immediately visible in its organic and rough font. This rustic style presents the island's appeal in a subtle manner, giving them time to absorb the sheer beauty of the photograph.
The call to action is a simple search for what the target will hope to do on their visit: explore St. Helena. A memorable and simple instruction any member of the older target will easily be able to act upon.
CAMPAIGN COLOURS
OUTDOOR // 48 SHEET
Following the same composition layout as the other elements, photography plays a key role and the natural palette continues. This ensures consistency and coherence across all platforms and ensures the developing brand is a familiar destination with the well-travelled target.
Again, the 'window to St. Helena' idea is applied, this time taking place of the landscape that would ordinarily be behind it. It doesn't immediately stand out as a piece of advertising so would not put the anti-commercialism target off.
The accompanying copy, this time a room with a view, plays on the cliché language used in the mass-market package holiday resort the brand is so against becoming. In this somewhat mocking tone, it allows the target to identify with a brand that has become tired of such 'tacky' and easily-accessible resorts.
INTERIOR PANEL
This time, because of the placement of the panels, the 'window' idea will be even more evident. This element has perhaps the most impact because of the contrast with the urban setting through the actual window.
Placement on the underground will be even more effective: darkness and tunnels compared with the idyllic scenes in the panels will deepen the target's thirst for escape and increase the likelihood of the campaign being successful, even outside of the target.
The overall dream-like, escapism tone of the campaign may be most obviously harnessed in this element, but it is still the basis of the in the entire campaign's 'big idea'.
COVER WRAP
The cover wrap intends to hit the target at times when they are stationary for extended periods. Wrapping the metro is ideal in addressing the successful, older target on their commute to work or other city trips.
It works well with the 6-sheet Adshel placement: bringing the brand to the target both before and during their public transport experience.
As well as this, the adventurous target will feel tired of their monotonous urban lifestyle and be seeking escape. The 'windows' are ideal in this sense: they are given a taste of the escape available in St. Helena and will be eager to seek it themselves, following instruction from the call to action.
To further accompany the on-board media, interior train, bus and tram panels will be utilised to further the target's desire for escape.