Bronze - Destination Japan
Issue 17 | December 2010
Agency
GOSS, Gothenburg
Creative Team
Michael Schultz, Ulrika Good, Elisabeth Berlander, Mattias Frendberg, Mimmi Andersson, Emil Jonsson, Gunnar Skarland, Jan Eneroth, Robert German, Louise Christiansson, Elin Andreasson, Lena Björklund Henriksson
Date
January 2006
Background
Langley Travel is a Swedish travel agency with a widespread reputation as ‘the skiers’ travel agency’, specialising in trips for dedicated skiers to unexpected destinations such as Siberia, Iran, Kashmir. In 2006, it was Japan.
Langley Travel wanted to strengthen their position as ‘the skiers´ travel agency’ and to sell the trips to Japan.
Idea
Chopsticks + miniature ski case = skiing in Japan. It was sent out by mail to dedicated skiers who had travelled previously to ‘unexpected destinations’ with Langley Travel. On the chopsticks there was the name of the new destination and a phone number where you could book the trip.
Results
All of the trips were booked within two weeks. The campaign also created a tremendous buzz, enhancing perceptions of the brand as specialists in skiing.
Our Thoughts
A really clear and concise piece that communicates the objective perfectly in an eye-catching and adorable design. The execution was innovative and unexpected, tying together the themes of travel and skiing in Japan endearingly and in a way we felt would generate remembrance.