Brief 11: YCN Topdeck Travel - Initial Ideas

I started to think about what I could produce for the project. I looked through the brief picking out keywords that define them as a brand, and to bear these in mind when creating collateral.

Brand values

• Growth
• Cultural
• Inspiration
• High standard
• Awareness
• Exciting
• Adventure
• Competitively Priced
• Irrelevent
• Energetic

Collateral Ideas
The brief states that it wants to replace brochures as the primary method of delivery to a UK audience. I began thinking of other options

• App
• Website
• Animation

Website

They already have a website, but have noted that it hasn't undergone the rebrand yet, so I could show how this would work and be displayed. This is a huge part of booking a holiday, as people would usually browse their search engines first, and would feel more comfortably booking a holiday on a website than through an app I would think.

App

An app would be useful as it states the audience is the always on generation (18-30s) who 'rely on the internet heavily'. I found during my dissertation that more people use mobile rather than desktop, so this would be a key area.

Microsite
Since they want to promote their Live Like a Local campaign, I thought it might be a good idea to have a microsite dedicated to this. It would be a simple site that allows people to view localised activities to do in all the destinations Topdeck travels to.

Animation

They use social media quite a lot, and through their rebrand I noticed their brochure had some nice illustrations in it. An animation could a similar style and be posted through their Facebook page. It could also be used on animated poster boards that you see in cities and shopping centres. I feel like currently there is a lot of still inspiration - brochures, pictures etc, but nothing moving. So an animation would help evolve this.

Other things I thought could be made to accompany these were:

• Wall Murals
• Snapchat Stories
• Map/City Guides
• Postcards

I wrote some notes of other things I could do, and initial ideas of what would be featured on the app/website etc.

Next, I decided to start to focus on the digital elements and produce initial ideas for these.