CLIENTS
Staples
ASSETS
Signage
Associate Kits
The world has rediscovered its wanderlust. By the millions, we’ve emerged from our quarantine cocoon, dusted off our three-piece luggage sets and flown off to find new places.
And now that it’s trendy again to travel, companies that once never dared to dip their toes in the waters of consumer tourism have gone into vacation mode. Here’s how Staples positioned itself as a destination for travelers.
Traveler
Personas
When Staples needed to accelerate sales in their travel category, they formed a special travel incubation team, and I led copy development and content strategy. Our first goal was to dig deep into customer travel habits and create detailed personas to guide segmentation and targeted messaging. Using industry data and personal insights, I developed eight traveler personas in five segments: business, leisure, bleisure, luxury and budget.
To get everyone dialed in and fired up, we created Traveler Journey Profiles — handy cheat sheets for creatives, marketers, merchants and leadership.
It's a collection of fun, memorable soundbites designed to keep travelers top of mind in every project.
2023 Travel Campaign
Using the personas as inspiration, Staples wanted to gain awareness in the travel space.
This campaign showed off Staples as the one-stop shop for travel prep — from passports and TSA PreCheck to luggage and accessories. I supported the lead creative team working on signage, digital assets and the associate activation, featuring the game Go, Gloria, Go. Yup, that's the world-famous Gloria Globetrotter from our traveler personas.
NYC Windows
Emails
Campaign Email #1
Campaign Email #2
Associate Kit
Associate Engagement Kit – 2023 Travel Campaign
Kit included: GM letter, game board, 4 boarding passes (game pieces), flight pins, TSA reminder cards + free schwag for associates
Boarding Passes (Fronts)
Boarding Passes (Backs)
Go, Gloria, Go Game Sheet
2024 Travel Campaign
The assignment was to show Staples in a new light — a destination for people who love to travel and save. And to be disruptive. Catch our customers off guard and catch their attention.
So, to do that, we proposed something totally different. Four unique campaigns. One for every season. Here they are.
2024 Travel Campaign — Globetrotter + Deal Spotter
2024 Travel Campaign — With Style
2024 Travel Campaign — Travel Easy
2024 Travel Campaign — Destination: Staples
2024 Travel Campaign — Alt Concept #1
2024 Travel Campaign — Alt Concept #2