Carrier aimed to attract new, affluent clients and to begin repositioning itself as the aspirational choice for discerning customers. The brochure needed to resonate with a sophisticated, high-net-worth clientele, ensuring leads and eventually bookings.

The campaign had to be both impactful and efficient, balancing the need for high-quality, beautiful storytelling with streamlined execution. The main challenge of delivering this elevated campaign was the strict timeframe involved – a total of five weeks from start to finish.

Working with the Carrier team, we decided the editorial direction of this year's Peaks campaign should tie in with the emotional impact of holidays. We wanted to shift the emphasis from directories and products to meaningful, relatable stories that evoked emotions, desires, and aspirations. We wanted to tell stories, not sell products.

In order to do this, we proposed an 80-page lifestyle-led travel magazine, rather than a typical travel agent brochure. A print run of 5,000 copies would then be paper-wrapped with personal branding and distributed via our sister agency, Address Intelligence. Through beautiful storytelling, we aimed to bring Carrier's hotels and itineraries to life, linking each experience back to one of six key ‘feelings’.

The print piece opened with an introduction and table of contents. There followed six ‘chapters’, each focussed on a particular feeling. Each chapter had a distinct look and feel to offer a sensory experience, using rich descriptions, varied textures and feeling-specific imagery.

By tying hotels and itineraries in with feelings, we aimed to showcase how Carrier enriches the lives of its customers by providing unforgettable, elevated experiences over and above any other tour operator.

Content from the print brochure was then promoted through a digital editorial calendar, inclusive of content pieces, editorial roundups, newsletter inclusions, and social media activity.