Contemporary Advertising Final Presentation
Brief: The travel industry has severely struggled since COVID-19 struck. After more than two years, COVID restrictions are easing up around the world and people are finally considering the idea of traveling. A recent survey stated that, 50% of those surveyed said they are only dreaming of their next vacation, not planning one, only 8% plan to travel during the upcoming summer holiday season and 25% said they would drive to their next vacation destination.How can Away bring back the idea of traveling and the want of an adventure to the public? How can AWAY be the #1 choice for luggage for their next trip?
Intro: Away Background Information – They position their brand as a travel company, not luggage company – Minimalism, sleek, storage, modern technology, quiet, fashionable, luxurious, premium, unisex, classy, exotic, adventerous – Ready for anywhere and up for anything. Find luggage in Carry-On and Checked sizes available in a variety of materials for all of your travel needs. Wherever you’re going—explore suitcases to get you there seamlessly. – Away makes things you use when you travel and believes that travel makes people better world citizens. – “We believe the more we travel, the better we all become. That’s why our travel essentials are designed to last (and last) for every trip to come, so you can get out there and explore.”
User Journey: The customer will first hear about AWAY by seeing an advertisement for their new product on social media (Instagram). This ad will be linked to the website, where the user can click on and will be directed immediately to the product on the AWAY website. After looking at the website, the user decides that they want to continue thinking about it and explores other options, however also decides to follow AWAY on Instagram. After looking at the other options, the user ultimately decides that the quality of AWAY will be worth it. They decide on going to the website and purchasing luggage from AWAY.
Persona; style: We will be using childhood memories/ entertainment to reach out to our target audience and give them that sense of nostalgia and adventure that they are missing.
Target Audience: 20-45 year olds who are eager to start traveling but still have some reservations due to the pandemic.
Strategy: Give our audience a sense of excitement and adventure without showing them the “boring” luggage commercials.
Wow factor: We will prototype a campaign for our new design and include this in our presentation. It will give us an edge and allow the audience to visually see what the product would look like.
Design: Movie still
Idea:
Indiana jones gold suitcase. Indiana jones walking into a rocky cave and finding a room full of treasures. He finds the treasure but realizes he didn’t bring a bag. Then he sees an Away suitcase (also signified as a treasure) and he manages to fit all the treasures into the room into that one bag. He then rolls the bag out of the cave and it shows the durability of the suitcase
