Travel from Home

During the grief of COVID, we looked for ways to foster connection and hope. After saying "pivot" too many times, we were fortunate to have clients that simply asked us to "bring people joy." We couldn't travel, so we looked for ways to bring the joy of travel to people at home. We brainstormed ways to feel connected again—and music and food are great at bringing people together. We created Staycation Dance Parties and Tastecation meals and did our best to keep our wanderlust alive.

 

For our three-part Saturday Staycation Dance series, we wanted to connect through music and dance. I thought Daybreaker would be an excellent partner and community to tap into to help us bring this idea to life. I knew that they had made a successful transition to Zoom, so we reached out to create three custom experiences. Each virtual event centered around a location theme, with a class at the beginning to learn Salsa, Hula, and Bollywood dancing. We customized the experience by supplying Zoom backgrounds with hotels, custom "packing lists" to set the mood and special performances from people like Miss Hawaii and fire spinners. The feedback in the chat was incredible. Over 2,000 people attended each event. Everyone loved the chance to learn something new and connect with people across the country and the globe. (Read AdWeek's recap.)

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When we started brainstorming around food, we thought at-home meal kits would be the perfect way to reach people at home. We partnered with Hello Fresh to bring Tastecations to people's dinner tables. If you can't travel to Italy, cooking a fresh Italian meal at home is the next best thing. We included branded inserts with tips to help set the mood for destinations like Korea, Italy, Mexico, and the UK. We supported the initiative with digital and social ads to entice people to take their own Tastecation, sign-up for Hello Fresh, and receive bonus points for when we could all travel again.