The aim of this brand campaign was twofold: to give something back to Trafalgar's loyal customer base, and to build a large bank of UGC that we could use for future marketing. The premise was simple: past guests were to share videos and images of their favourite moments from a past Trafalgar tour. In return, we’d pick a group out of the winners to take on an all-paid-for tour, with flights included.
As the lead copywriter, I was involved from the start: concepting the campaign messaging, look and feel, and main hook. I then helped roll-out all assets, writing for almost every online and offline channel.
The campaign was a resounding success. We smashed our target, gaining over 10,000 submissions and generating some of the brand’s most valuable content to date. We've taken the wins from this to create more breakaway campaigns, from a brand identity makeover to a continuation of the campaign for two more competitions, the last of which is currently underway.
