“Discover More”
Campaign & Content System
Reframed Viking’s “Discover More” campaign to improve clarity, consistency, and performance across channels.
Creative was being developed across multiple channels without a unified system, leading to inconsistencies in messaging, slower production timelines, and missed opportunities to connect content to audience behavior.
Role: Led creative direction and content strategy, overseeing cross-channel campaign development and production.
Approach
Established a more cohesive campaign system by aligning creative to clear positioning and audience intent. Simplified messaging to focus on what “Discover More” meant for the traveler, and created a structure that could extend consistently across formats and platforms. Built a more scalable approach to content by refining production workflows and ensuring creative could adapt across digital, social, and paid channels without losing clarity or impact.
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.
Execution
Directed campaign development across channels, including visual identity, messaging, and content production. Led photo and video shoots and ensured consistency across all campaign touchpoints.
Outcome
Improved campaign clarity and consistency across channels
Enabled more efficient content production and faster turnaround
Strengthened alignment between creative and audience engagement
