Holidays Worth Waiting For
Campaign case study — Trafalgar
Role: Visual concept development · Art direction · Multi-channel execution
Deliverables: Email · Landing page · Social · Video
With travel still uncertain following COVID-19, Trafalgar wanted to inspire people to start planning future trips. The marketing team established the campaign proposition and objectives; my role was to develop the visual direction and bring it to life across digital channels..
The challenge
Early lock-up concepts
The brief called for a simple, recognisable campaign look that could work across both brand-led and promotional content. A key requirement was to create a distinctive Holidays Worth Waiting For lock-up that could be used consistently across different formats.
Exploring the creative direction
01 — Bucket-list landmarks
Recognisable destinations with a direct, destination-led composition and minimal typographic intervention.
Imagery exploration
I began by exploring three different ways of expressing the idea of future travel. Rather than developing the lock-up in isolation, I tested each direction across representative campaign touchpoints to understand how the idea could behave as a wider system.
03 — Capturing the moment
A more human approach centred around people and experiences, using a window-inspired framing device to suggest looking into a future travel moment.
Email concepts
Social concepts
02 — Dreamy destinations
Aspirational imagery paired with a repeated typographic treatment, creating a more expressive interpretation of anticipation and future travel.
Refining the concept
Motion and imagery exploration
The team selected the second route, combining dreamy destination imagery with the repeated HOLIDAYS typographic device. The direction gave the campaign a recognisable visual property while remaining flexible enough to work across different destinations, messages and formats.
Rather than moving directly into production, I developed the selected direction further. I tested the typographic treatment across different destination imagery to ensure the concept wasn't dependent on a single key visual, and explored how the campaign could gain additional impact through motion.
Building the campaign system
Final campaign applications
The final direction was approved and rolled out across the planned campaign touchpoints. From a creative perspective, the system proved flexible enough to work across different destinations, content densities, static formats and motion while maintaining a consistent and recognisable campaign identity.
