THE IDEA:
Creation and awareness of 'The Social Travel Shop' as a new section of the current business of the company 'Responsible Travel'. This online shop aims to persuade people to travel more responsibly. In it, people can buy everything they need for their trips (clothes, accessories, electronics,etc). All items will be made by local businesses, and environmental and animal organisations. Every label of each item will include a narrative which briefly explains who made it and their story.
'The Social Travel Shop' wants to show people what the term 'responsible tourism' represents: a win-win situation. This means travellers will live a more authentic experience on their trips while
respecting the locals and their nature.
CAMPAIGN:
-TV: please see storyboard attached.
-Digital: please see image of website attached.
-Outdoor competition: please see image of pillows and airport attached. We will organise a 'pillow flight' in all London airports. People will be asked to throw a neck travel pillow to try and knock down some panels located up high. The tagline 'Helping dreamers do' and the company 'The Social Travel Shop' are written behind the panels. If the contestant knocks down a panel, they win a pillow. We will have different designs of pillows representing something characteristic from each country. Examples of this could be an elephant design for Thailand and a lion for Tanzania. Each pillow will include a label naming 'The Social Travel Shop' and briefly explain what it is and how it works.
Please note that all this is purely speculative and has no connection in any way to the company Responsible Travel.