Uncover More

American Express Travel wanted to promote a new offer through social channels where if you book four nights or more, you get one free.

It would come as no surprise that the more socially active in our target group view themselves as savvy travellers, filtering for off the beaten track, authentic experiences. The problem is with the ubiquitous long weekend consisting of 3 days, you barely scratch the surface – by the time you’ve ticked off the obvious landmarks, it’s time to head home again. With an extra day or night you can afford to get a bit more under the skin of destination.

We created a social content campaign that helps you #uncovermore on your trip by highlighting hidden gems you didn’t know about. It’s amplified by heroing influencers who uncover more in their own fields – by asking them, what would you do with one extra day? The content plan included tweets and a content hub

Our bold act would be to create two special edition books with all of our finds printed on heavy stock called “One Day” and “One Night” respectively. The idea behind the book is to send it out to a wider group of influencers to provoke discussion and promote our #uncovermore hashtag.

Creative + Content Director

Consultant at Baber Smith

2014