National Geographic Expeditions

National Geographic needed a way to promote and win leads for their Private Jet expeditions; we pitched them an integrated campaign to reach a highly specific audience with creative that lived up to the National Geographic Brand. One huge challenge: Nat Geo Expeditions doesn't own rights to any of the stunning imagery in the Nat Geo Magazine library, so we had to get impressively creative with stock, copy, and animation to make the campaign come to life.

THE PITCH

We pitched three creative concepts to National Geographic with a variety of high-impact tactical considerations under each. Our ideas included an AR/print integrated ad, a giant livestream screen to allow travelers to experience a Nat Geo expedition in real time, creative use of paid search to take over related terms around an interest in ancestry, an a Nat Geo sponsored speaker series at the Met.

THE FINAL CREATIVE

Our final work was considerably scaled down from the pitch, but we landed on a campaign called YOUR PATH LEADS HERE, guiding potential travelers to bucket-list destinations that tied each amazing location back to the idea of personal fulfillment that drives these travelers unlike anything else.

The campaign was executed across DOOH, pre-roll, programmatic, and advertorial, with a two-page placement in Destinations magazine.

You may also like