Project Type
Brand Campaign
Client
Turning travelers' real Moments into TourRadar's 2026 brand message
See real Moments from real travellers, then book the trip yourself.
Book this Moment is TourRadar's 2026 brand campaign, built around the real, raw, user-generated "Moments" travellers capture on their trips. It targets prospective travellers in the inspiration phase, and solves a core problem: polished marketing struggles to convey what an organized adventure (tour) actually feels like. By turning traveller content into proof, each Moment becomes an invitation to see it, feel it, and book it.
I led the design and creative direction of the Book this Moment brand system and authored the campaign playbook that defines how the message is built and applied across every touchpoint. I owned the core message logic, the artwork structure, and the visual and copy guidelines, partnering with marketing on campaign strategy and channel rollout.
Campaign Strategy
People first, not destinations
The system makes the human the hero, prioritizing candid, in-motion traveler content over polished scenery. Landscapes without people weaken the emotional hook, so every frame centers a real person living the experience.
A flexible but fixed core message
"Book this Moment" stays the core message every piece of creative closes on. In video and animated GIFs, the verb can flex to reflect what the traveller is experiencing in the moment, swapping in See, Feel, Live, or Taste to match what's on screen, before ending on Book again.
Built-in discovery cues
Every piece of creative carries a predefined search bar with a Moment-matched search term, the "@TourRadar" handle, and the logo. This anchors the campaign to how the product is found and named inside LLMs, supporting discovery through AI as well as traditional channels.
Emotion before product
Copy leads with sensory verbs and short evocative lines, with no tours, filters, pricing, or logistics in the headline. If a Moment needs explaining, the visual isn't strong enough.
A Claude Skill for email-ready Moments
Animated GIFs of traveller Moments drove a strong lift in email click-through rate. To scale this, I built a Claude Skill that converts Moment videos into looping GIFs with rounded corners at a small enough file size for email. It lets anyone on the team export Moments and build dedicated weekly Moment emails without design support.
