Wave Season Offer Campaign
Discover More
Role / Creative Director, Agency Management
I led the internal Viking Creative Studio Team and agency partner, Atomic London, in developing the Discover More sale—Viking’s “Wave Season” offer campaign to drive bookings during Q1 2024. The Discover More sale spotlights new booking incentives across the company’s collection of river, ocean, and expedition voyages.
The business objectives were to amplify brand awareness, familiarity, consideration, and affinity for Viking while extending the brand footprint across destinations of operation, cultural institutions, goods, merchandise, and a spectrum of content formats. I developed creative outputs – both visuals and messages – that echo a unique and unmistakable Viking brand identity to break away from the ‘sea of sameness’ in the marketplace and further differentiate from competitors. Creative content was designed to engage individuals in a targeted, personalized fashion throughout the customer journey.
Digital Marketing
Developed a design and messaging framework built around “Discover More” that can be applied across funnels and utilized across digital ads and email. Upper funnel messaging incorporated “Discover More” into brand awareness and positioning statements while lower funnel messaging combined “Discover More” with the product, region, and audience-specific offer.
High Impact Placements
In coordination with the Discover More launch, we placed strategic digital takeovers on websites that our demographic regularly visits:
Washington Post, Wall Street Journal, Travel + Leisure,
Condé Nast Traveler, PBS, Yahoo/AOL, Vivino, and Pinterest. For each site, I directed the custom content in partnership with the external teams.
Organic Content
Viking Homepage & Direct Mail Covers
