Winter Campaign for EF College Break

Hi everyone! This week in class we talked about all the options for utilizing social media. There’s  so much to take in with all the various networks, and from what I have learned it is a simple, effective way to draw attention to your brand without much cost.

My showcase this week was to design winter-inspired social media campaign for a brand in the travel industry. I immediately chose EF College Break, a company that offers overseas trips at discounted prices for people between the ages of 18-28. As the name suggests, EF College Break is a company geared toward adventurous college students. I have been following them for a little over two years now, and although I’ve never participated in a trip personally, I think it would be a great opportunity for students to travel the world without committing to an expensive travel abroad program. They offer all different kinds of trips for a variety of lengths (7 days to 30–what an opportunity) and  excursions. They even give you a specific travel itinerary so you can be sure to see it all.

Since it was a winter-inspired campaign, I wanted to do the opposite and play up the idea of being warm over New Year’s. I came up with a variety of slogans, which I featured in all three cover photos you can see below. “Get a tan this winter break,” “Have a warmer New Year,” and “Take your break in paradise.” You guessed it, I went for a tropical, anti-winter-blues campaign. 🙂 I used the font Tornac Regular from TypeKit and added an outer glow and a drop shadow on the text for all three designs, since the the various colors in the backgrounds made it difficult to see. For the top version I created a rectangle in black, changed the layer style to Overlay, and changed the opacity to about 50% to make the type stand out more on the various sky colors.

We also learned about Layer Comps this week, which are really amazing if you’ve never experienced them. I did not know that something like this existed before, but I can already see its value. The easiest way to understand Layer Comps is to think of them as a snapshot of a current layer panel. It allows you to change different aspects of a document, like toggling on and off specific layers and changing the text, and create a new Layer Comp or “snapshotting” a way the layers panel looks. You can then change things in the image, but you’re still able to go back to that original Layer Comp if necessary. This technique made displaying my different cover photo options SO much easier than creating different documents for all the options! I can see how useful this will be for future clients.

Below you can see my Facebook cover options (all backgrounds were pulled from EFCollegebreak.com):

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Facebook Cover, Example #1

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Facebook Cover, Example #2

 

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Facebook Cover, Example #3

 

Next I created a Twitter cover photo option. I kept the text exactly the same, but used a larger, more high-resolution photograph I found. Even though it does not use any of the cover photos from my Facebook options, I think you can easily tell it’s from the same campaign because of the font styling and paradise feel.

 

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Twitter Cover Option

 

Finally, I had to create an Instagram overlay for my winter campaign. Since the name of the company is EF College Break, I decided to create an overlay called “EF Winter Break,” in the same font, Tornac, and put a small airplane shape in front of it. Again, I applied the Layer Style from the other images. Here is an actual Instagram photo with the overlay used:

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Instagram Photo with Overlay

For this campaign so far, to further integrate the theme of a “warm winter break,” I would suggest promoting tropical-themed vacations in EF College Break’s Facebook timeline posts through November, December, and January. Perhaps suggesting that it’s not too late to book a vacation, or posting fun traditions that other countries do for New Year’s in banner ads would further attract attention from potential consumers. Honestly, I think this a very easy campaign to run away with! Everyone wants to escape for those few weeks they’re not in school… I speak from experience! 😉

As far as other social channels, Snapchat/Youtube would be obvious choices. While I am a personal fan of Snapchat and the different SnapStories, I know that not everyone carries around their phones when they go to the beach or are around water, so that might not be the best platform for this reason… However, GoPros are very “in” right now, so I think those personal videos of students zip-lining or snorkeling in the excursions would be a great way to promote all the fun people are having on these vacations. Using personal videos would also inspire students to post and tag EF College Break, so I think it’s a win-win all around. I also think that Pinterest could easily showcase the beautiful locations of these trips. EF College Break could easily create all different boards for their locations and make suggestions for the destinations by using pins (like packing lists, places to eat, must-sees, etc) within each board.

Disclaimer: I am in no way affiliated with EF College Break. I have never participated in one of their programs, either, though I think it looks like a ton of fun!

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