Why did I choose it?
When looking through all of the YCN briefs, Topdeck Travel is the one that stood out to me the most. Recently I wanted a project that was more substantial as I have done a lot of little ones, and something that included a digital outcome due to me being interested in web but not having work to show for it that I am proud of.
This brief ticked those boxes as it says to explore a range of mediums, including online and multimedia. But it is also something that I am interested in - travel. It's a sector that I like to design for, and have done on a couple of projects since I've been on the course, but not for anything that I think is portfolio worthy. So I thought this would be a good one to explore.
When I researched further into the brand, I felt that it really reflected the type of company I want to work for as well in terms of their ethos and message. They encourage people to live like a local and immerse themselves within the culture the take you to. They are more down to earth than mainstream holiday operators and the way they communicate with people is on a more personal level which I relate to more.
I also wanted to enter YCN again this year - I felt like last year me and Sarah created a really great response and we were really proud of what we achieved. Although we didn't win, we wouldn't have changed anything about the project and it is a great portfolio piece. This year I would like to recreate a great response and also see if I can get commended this time.
Brief
The Task
Here is what the brief bottles down too - introducing Topdeck to a UK audience they might not normally consider and replacing brochures as the main method of communication.
When looking through all of the YCN briefs, Topdeck Travel is the one that stood out to me the most. Recently I wanted a project that was more substantial as I have done a lot of little ones, and something that included a digital outcome due to me being interested in web but not having work to show for it that I am proud of.
This brief ticked those boxes as it says to explore a range of mediums, including online and multimedia. But it is also something that I am interested in - travel. It's a sector that I like to design for, and have done on a couple of projects since I've been on the course, but not for anything that I think is portfolio worthy. So I thought this would be a good one to explore.
When I researched further into the brand, I felt that it really reflected the type of company I want to work for as well in terms of their ethos and message. They encourage people to live like a local and immerse themselves within the culture the take you to. They are more down to earth than mainstream holiday operators and the way they communicate with people is on a more personal level which I relate to more.
I also wanted to enter YCN again this year - I felt like last year me and Sarah created a really great response and we were really proud of what we achieved. Although we didn't win, we wouldn't have changed anything about the project and it is a great portfolio piece. This year I would like to recreate a great response and also see if I can get commended this time.
Brief
The Task
Here is what the brief bottles down too - introducing Topdeck to a UK audience they might not normally consider and replacing brochures as the main method of communication.
The Creative Challenge
What we need from this brief is two-fold.
1. A way to present Topdeck trips to a UK audience which inspires 18 to 30 somethings to consider a type of trip which may not be top-of-mind. Consider how these messages can be delivered – print, online, multimedia, outdoor, experiential – but also be aware of budgets. We’re a heritage brand with modest budgets so we can’t compete with the media spend of other global brands.
2.New mediums and channels to market which can replace brochures as the core method of delivery to our UK audience. Consider the sheer amount of information imparted within a brochure. Do we split this into bite-sized chunks or is there another method we can use to share lots in an interesting way with clear navigation and cut through?
Consider also the tone of voice used within our new brochures where we want to inspire our customers to #livelikealocal and get under the skin of the cities and places they visit rather than following the usual tourist circuit (although we do a bit of that too).
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