The Challenge
How can we reactivate the campaign ‘Have A Life, Take Back Your Vacation’ today?
Target Audience
Mid-level professionals working in corporate America
Americans, especially in certain industries, are often proud of being vacation-deprived and working around the clock, even through illness.
Consumer Insight
Insight: In a city that never sleeps, the only moment corporate workers truly pause is when they look out the window. Between meetings and constant notifications, that brief glance reveals a quiet desire to escape.
Idea: Elevated Escape turns that moment into action. We at Universal Orlando Resort transform city bus rooftops into bold billboards visible only from above, moving through corporate districts in NYC and reaching professionals exactly where their minds wander.
OOH NYC Bus Rooftops
QR Code Scan Experience: Character Video Skit
Vacation booking Landing Page (Character-Specific)
Art Director(s): Nicole Parry
Copywriter(s): Kat Slott & Nicole Parry