Southwest Food Tour – Art Direction
Agency: Amp
Role: Lead Designer / Art Director
Overview: An incredibly rewarding brand awareness project targeting 18-34 year-olds in the state of California. Involved from the initial brainstorm conversations through execution and final handoff. Tasked with leading, creating and implementing design initiatives surrounding a 3 cities, 3 meals, 1 day food tour to identify Southwest Airlines as thee relevant hometown carrier. Creative needs included targeting campaigns, social awareness, web design, packaging, footage capture strategies and day-of event collateral.
Program Overivew
The California Food Tour was a 360-campaign that provided the opportunity for California locals to enjoy delicious eats at favorite local restaurants in San Diego, San Jose, and Burbank—all in one day.
The Challenge
To position Southwest Airlines as the relevant hometown carrier for 18-34 year-old flyers in the state of California.
The Strategy
Celebrate the things our customers are passionate about in their lives—mostly related to food, friends, travel, and culture.
How it Worked
Locals were targeted via email and social, driving them to our microsite where they could learn about the program, vote for a restaurant, and enter to win a chance to join the tour. Once the winning restaurants and participants were chosen, we enlisted 3 influencers and filmed the whole experience to push out on Southwest’s social channels.
Awareness Strategy
We leveraged email and social campaigns to drive consumers to our microsite.
Targeted Social
Directed toward local residents within the San Diego, San Jose, and Burbank markets.
Microsite
Through the targeted campaign users were guided to our intuitive platform that outlined program context, restaurant voting functionality, and chance-to-win entry.
Awareness Strategy Results
Proud to say the final results exceeded our expectations with over 25,000 California residents voting on their favorite restaurants and submitting for a chance to win a spot on our tour.
Participants
The most important part of the campaign? Our participants!
We invited a charismatic host, on-their-game influencers, the winners, and their plus-ones!
Prize Package
All of our participants were gifted an exclusive prize package to help make for an exceptional branded experience.
Footage Strategy
Fun, vibrant, fresh and candid was our approach as we wanted the focus to be on the experience first and the food second.
Post Event Social
We extended our program awareness by using captured photography along with corresponding copy for static, carousel, and Instagram stories.
Awareness Strategy
We leveraged email and social campaigns to drive consumers to our microsite.
Targeted Social
Directed toward local residents within the San Diego, San Jose, and Burbank markets.
Microsite
Through the targeted campaign users were guided to our intuitive platform that outlined program context, restaurant voting functionality, and chance-to-win entry.
Awareness Strategy Results
Proud to say the final results exceeded our expectations with over 25,000 California residents voting on their favorite restaurants and submitting for a chance to win a spot on our tour.
Participants
The most important part of the campaign? Our participants!
We invited a charismatic host, on-their-game influencers, the winners, and their plus-ones!
Prize Package
All of our participants were gifted an exclusive prize package to help make for an exceptional branded experience.
Footage Strategy
Fun, vibrant, fresh and candid was our approach as we wanted the focus to be on the experience first and the food second.
Post Event Strategy
We extended our program awareness by using captured photography along with corresponding copy for static, carousel, and Instagram stories.
