Among the 4 projects presented to a live client, Virginia Tourism, this one was selected and is currently in the works of being implemented.
T H E B R I E F
658 million vacation days went unused last year. How do we get people to take their hard earned vacation days, and use them here in Virginia?
T A R G E T
The Millennial Martyr
Eager to prove themselves and not make a "bad" impression in the workplace because of stereotypes that their generation is lazy and/or entitled.
V A C A T I O N B A R R I E R S
- The Planning
- The Expense
- Work FOMO
T H E C R E A T I V E C O N C E P T
The Beginner's Guide to Vacationing
T H E S T R A T E G Y
Make Virginia the gateway to vacation professionalism.
STEP 1: GETTING PEOPLE TO USE THEIR VACATION DAYS
D I R E C T M A I L
Direct mail is a surprisingly effective way to cut through the digital clutter that millennials have grown up with.
M A P S T A N D S
Placement at roadside stops, rest stations, convenience stores, etc.
T A K E W H A T Y O U N E E D
Taking a vacation or even just a day off of work has enormous mental and physical health benefits. In addition to personal well-being, time away from work actually increases employee productivity and efficiency. By positioning time off of work as something that is necessary and should be included in everyone's routine, we alleviate the fear that people have of taking something they feel they don't deserve.
O U T O F H O M E
Tear-off tab posters encouraging people to take the vacation they need. Placed on lamp posts, office bulletin boards, etc.
P O S T - I T P A D S
Distribute Virginia-branded post-it pads to office buildings and HR departments.
Act as pre-written reminders to “Take What You Need”.
STEP 2: GETTING PEOPLE TO USE THEIR TIME OFF IN VIRGINIA
S O C I A L T A R G E T I N G
A social media campaign that targets millennials through geographic proximity to Virginia and recent vacation searches for places that have an equivalent in the state for lovers.