Inntravel: creating The Slow Holiday people

Key Contributions: * Pitch leader * Creative Director * Art Direction * Copywriting *Photography * Film * Brand Consultant The brief to re-position Inntravel away from an increasingly lookalike competitor set of walking and cycling tour operators was a three-way pitch. My 'Slow' holiday proposition and creative helped the York-based independent holiday operator find a brand story that was true to its 30 year old values that found, connected with and engaged new customers. The key insight being it wasn't the means of holidaying (walking and cycling holidays) but the emotional rewards these holidays brought and the moments of delight delivered, that were important. A Slow holiday could help refresh, revitalise and re-energise by immersing you in a slower, more authentic holiday experience where you'd see more, discover more, and remember more. The creative idea was expressed across magazine, TV, radio, cinema and digital display advertising, and fed through across web, brochures, and direct marketing. The campaign won Campaign of the Year (under £250k spend) at the 2011 Travel Marketing Awards, and has continued to be developed by Inntravel, with my creative direction and production – the most recent campaign (2019) running in The Observer, Good Housekeeping, The Simple Things and Waitrose magazines. Since the inception of the Slow creative I've made film and a particular style of brand photography key to the story: and continue to make Slow Films for the brand's website which feature destinations and people, as well as taking hero brand photography for brochures and advertising. The portrait of Albert in the wine cellar was shortlisted and highly commended in Pink Lady Food Photography Awards 2019.