Creating a message
to rally the groups
EF Educational Tours needed help standing out amidst a bus-load of other travel providers. So, we shifted gears and focused on the ways EF tours continue to shape students’ lives once they return home. I led the charge on narrowing in on this messaging, creating a brand platform that highlighted EF’s long-lasting impact. From brand manifesto to company tagline, and the several campaigns that followed, we proved EF’s commitment to inspiring students’ next steps. Because EF tours help students live in the moment and leave on the path to so much more.
Role & Responsibilities:
Senior Copywriter
Brand Positioning
Campaign Strategy
Integreated Campaign Writing
“Inspire What’s Next” Brand Manifesto - Internal Video
Never-ending impact. Ever-evolving stories.
We landed on the brand tagline “Inspire what’s next,” which paved the way for endless creative projects. Our first campaign under the new platform revealed how each moment on tour translated into something even more meaningful.
:30 Ads
:15 Ad
Print ads
The real impact of tour—from real teachers
For our next campaign, we highlighted teachers who had experienced the life-changing effect of travel firsthand. They shared all the ways their students grew on tour and the lasting impact their trip continued to have on their group once the trip ended.
Long-Form Video | Blog and YouTube (Teacher Perspective)
Putting the (campaign) money where our mouth is
In our most recent campaign, we featured former student travelers. They each believed their EF tour had played a major role in helping them become who, what, and where they were today.
Team
Designers: Will Crawford, Adam Schwartz
Shooters: Kyle Regan, David Blumer
Video editors: Kyle Regan, Will Crawford
Producer: Chris Gilmore
ACDs (Design): Christian Gilmore, Adam Schwartz
ACD (Copy): Kim Hart
Creative Director: Randall Rogers