With Vacation Express' upcoming Cuba program, I was tasked with a few marketing efforts to gain interest. The biggest challenge with this project was that there was very little content to to work with, very unlike our usual promotional pieces. To tackle this, I knew I needed to rely heavily on imagery.
I focused on promoting Cuba as a place to discover, since Cuba tourism isn't of norm for Americans. The bright colors symbolized the vibrancy of Cuba, while the bolder type its boldness. I also brought in paint strokes to represent freshness and a new beginning.
With the Google Image Ads, I wanted to utilize a variety of images throughout the campaign to market the different selling points of Cuba- landscape, history, entertainment, culture, etc.
Keeping consistent, I again focused on the many aspects of Cuba to discover for the Travel Weekly full page ad. However, instead of highlting a singular aspect, I collaged the piece to highlight multiple selling points of Cuba at once. I used curving borders to add flow to the piece, as well as brush stroke overlays to break up the mundane solid color backgrounds