Identity The name for the new brand stems from the insight that all heritage travelers have unique stories and interests that form a rich tapestry or mozaic of a community. This brand sought to bring together that community.

Print In order to populate the site with user generated content, we launched a pre-launch advertising campaign with the NTHP. We purposely withheld the name of the new site to spur interest.

Launch Advertising Campaign The launch campaign sought to tell the stories of heritage travelers and some of their favorite places to explore, connect, learn and travel. The media plan targeted 45-64 year olds through publications like National Geographic and Smithsonian Magazine.

Broadcast This TV spot aimed to introduce the brand to our 45-64 year old audience and drive traffic to the site.

Interactive This mini-site was designed to collect user-generated content for use on the full-brand website and drive word-of-mouth awareness.

Interactive The site is organized around 4 key areas: Explore, Go, Learn, and Connect. We created field trip journals to profile specific trips and help users further explore their interests.

Interactive The Explore section enables users to search for just about anything heritage-related and find places of interests, activities and more.

Connect The Connect section provides a social network where heritage fans can connect in “Circles.” For example, American history buffs might be interested in joining the Civil War circle.

Banners The campaign extended to online banners that focused on highlighting the adventure and cultural opportunities inherent in heritage travel.

Banners Additional online banners highlight the theme of connecting to other heritage travelers through shared interests.