Destination Japan
Langley Travel
Issue 3 | July 2008
Agency
GOSS
Creative Team
Michael Schultz, Ulrika Good, Elisabeth Berlander - Copy;Mattias Frendberg, Mimmi Andersson, Emil Jonsson, Gunnar Skarland, Jan Eneroth - Art;Robert German - Web Director;Louise Christiansson, Elin Andreasson, Lena Björklund Henriksson - Production Designers
Production Team
Stig Lundstedt, Johan Good, Fredrik Toreskog - Account Supervisors; Monica N Persson, Lena Kling, Karolina Mindhammar - Account Managers; Lena Ekdahl - Economic Supervisor; Anna Troglin - Assistant
Date
December - January 2006
Background
Langley Travel is a Swedish travel agency. In the Nordic countries they have a widespread reputation as ‘the skiers' travel agency’, because they specialise in trips for dedicated skiers. New, unexpected destinations are added every year, such as Siberia, Iran, Kashmir. This year, it was Japan. The purpose of this campaign was to strengthen their position as ‘the skiers´ travel agency’ and to sell the trips to Japan.
Idea
Chopsticks + miniature ski case = skiing in Japan. It was sent out by mail to dedicated skiers that had travelled previously to ‘unexpected destinations’ with Langley Travel. On the chopsticks there was a phone number where you could book the trip and the name of the new destination.
Results
Almost all of the trips were booked within two weeks. The campaign also created a tremendous buzz, greatly enhancing the perception of the brand as the skiers´ travel agency.
Target Audience
Skiers that have travelled previously with Langley Travel.
Size
100 packs
Our Thoughts
You want to get ski-nuts to think about a skiing holiday in Japan, so what do you do? Yes, you send ‘em a set of chopsticks in a miniature ski-bag. You know it makes sense.