OUGD601 - Practical / Poster - Photography & Content

With a final direction identified I began at looking how to implement this direction into a series of posters. Taking inspiration from the Apple 'Shot on iPhone" campaign I wanted to utilise user generated content within my series as this was identified as a strong millennial marketing strategy within my initial practical research. This also defines the brand personality as creative and adds connotations of authenticity through using un-manipualted images. This identifies a mindset of 'I want to see these amazing places' as it is real people with genuine travel experiences taking the images within the poster series generating the phenomenon of a 'Fear Of Missing Out' which was a key purchase motivator identified within this millennial demographic. 

Applying this practically I had to consider my personal design ethics as I could not create a campaign stating to use user generated content then for the visual proposal use stock imagery. This felt appropriate to use my own imagery or that of friends who give image rights. However limitations of this means images of counties that weren't in Europe, where the concept is based had to be used and portrayed as europe for the purpose of the campaign. I chose to focus the series around different themes of travel to engage the largest audience possible within the series, These categories were defined as; Cities, Adventure, Culture, and Beaches to connote the different reasons for travel, high quality imagery is used to inspire the audience to want to visit these places and create their own travel experiences, which is reinforced by the fact these are user generated imagery meaning this portrayal of each image is available for the individual to experience. 

The use of content is created to extend the aspirational Tone of Voice within the  Brand Personality, This use of rhetoric is constructed to engage with the target audience encoring a Fear of Missing Out, which is identified as a consumer purchase motivator, working appropriately with the content to insprie the audience in wanting to travel and attributing these experiences with the brand through the consistnet reinforcement of the phrase "Enjoy these experiences stress free with Wanders smart travel service" to really hit the audience wth the brands USP. 

City Imagery, Hong Kong

"Experience Europes dynamic and cosmopolitan cities. New architecture defines the future of these landscapes while a multicultural diversity reflects this authentic culture and history through top museums, exciting street art, and endless eateries which infuse these electric atmospheres. Enjoy these experiences stress free with Wanders smart travel service." 

Adventure Imagery, London

"Explore the thrilling adventures Europe has to offer. Home to some of the best natural landscapes in the world, Europe has so much to offer any culture seeking traveller. Trek rich jungle ecosystems, discover serene natural wonders, and immerse yourself in high octane adrenaline fuelled activities. Enjoy these experiences stress free with Wanders smart travel service."

Culture Imagery, Cambodia 

"Embark on a euphoric discovery across this diverse continent, exploring the rich heritage and traditions of different societies dating back thousands of years. Uncover lost tribes, learn about unique cultures, and develop a strong enriched perspective about these ever-changing landscapes. Enjoy these experiences stress free with Wanders smart travel service."  

Beach Imagery, Maldives

"Enjoy the sunshine and serenity of some of the best beaches in the world, relax under shady palms or drink in the sun soaked scenery Europe’s coastal regions have to offer. Revitalise your whole body, unwind in award winning spas, and discover new horizons with a range of marine day trips.  Enjoy these experiences stress free with Wanders smart travel service."