Award Awareness Campaign
Onwards
Role / Creative Director, Agency Management
I led the internal Viking Creative Studio Team and agency partner, Atomic London, in developing the Onwards campaign. The Onwards campaign focused on brand awareness and the announcement that Viking was voted the world’s #1 cruise line across all 3 products (River, Ocean, and Expedition) by industry leaders, Travel + Leisure and Condé Nast Traveler.
The business objectives were to amplify brand awareness and consideration, highlighting the quality of the product reflected in multiple award wins across a spectrum of content formats. 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 Onwards that can be applied across funnels and utilized across digital ads, social media, website, and email. Upper funnel messaging focused on brand awareness and positioning statements, both for the brand and for product-specific outputs.
High Impact Placements
In coordination with the publication award announcement, we placed strategic digital takeovers on Condé Nast Traveler. I directed the custom content in partnership with the external teams.
Social Media - Paid and Organic
A parallax effect was used for social media placements, giving the audience the feeling of being drawn into the destination through a keyhole framing in the foreground of the image.
Social Media - Carousels
