kayak campaign

Over the course of a semester, I worked with a team to create a campaign for KAYAK that would be a complete departure from the industry norm: "price banter." With the millennial target audience in mind, we strove to develop an authentic campaign by featuring personal photography and a tagline that encouraged users imagine their trips.

Included in this campaign are: print ads, banner ads, social media posts, and a full site takeover on the Chicago Tribune website.

PRINT ELEMENTS

Straying from the standard—celebrities yelling about deals in commercials—we sought to capture beautiful, authentic imagery by using our own and our friends' travel photos. As we were advertising a specific function of the site, we included a corresponding visual of the tool to match each photo, connecting the destination with the site journey.

mccarthy-kayak-print-1.jpeg
mccarthy-kayak-print-2.jpeg

DIGITAL ELEMENTS

When occupying the digital space, we wanted to create movement across our spots to catch the viewer's attention. We created a series of moving GIFs, including video footage from our trips abroad. Through these flashy spots and the complete site takeover, we were hoping to convey the feeling of looking through a friend's vacation photos and videos, and immediately wanting to travel.