The brief

Objective and campaign overview


The Private Jet Expedition Around Africa introduced a singular travel concept to the South American market by putting together a unique journey that explored regions of the African continent, until then still undiscovered by the Brazilian mainstream audience. The itinerary combined a myriad of high-end experiences, including all flights aboard a privately charted jet with access to minor airports and exclusive terminals, a selection of deluxe lodges and hotels on each destination and an immersive ground the guidance of experts on geology, geopolitics and biology, providing lectures

 

for a better understanding of the context, contributing to a profound immersion in the complex themes and realities of each country.

The design of this communication was one of the first executions of launch campaign, where with the support of other online and offline channels it had the challenge of selling from 5 to 10 seats within the first month. The whole sale period consisted of xx months to reach xx seats.

 

Since the product belonged in a premium category, we had to be accurate when sorting our target audience. First-party data was leveraged to identify the most affluent customers, relying on criteria embracing travelers who frequently flew first and executive classes, guests who checked in previously flagged deluxe hotel networks or had a substantial volume of tour bookings on an year period. The targeted mailing list later expanded, as the quantity of leads from the other channels in the campaign were added.

Besides the layout presented in this article, other email communications were developed to dive into every aspect of the expedition in more detail, such as the features of the plane, more information on accommodation, the curriculum of the specialists and experiences contained within the itinerary.

Please move to the next section below for specifications on the technical approach applied on the design and coding processes.

Design and development

Market context and campaign overview


Although the design process of the email newsletter derived mostly from elements of the leading graphic identity, initially thought for the print brochure, there was a significant consent for adaptation in order to suit the digital mediums and the addition of other minor elements such as patterns, dividers and icons.

The introduction informs the product’s single minded proposition followed by the descriptive text and the first call to action, which would take you to the landing page of the trip.

Although the design process of the email newsletter was a roll out of the main identity developed for the Private Jet Around Africa, there was creative freedom.

Although the design process of the email newsletter was a roll out of the main identity developed for the Private Jet Around Africa, there was creative freedom.