People to People
An international educational travel program for high school and college level students.
Problem: Develop a campaign for the 50 year anniversary that will attract new students to enroll in the program and establish the client as a trusted organization that produces leaders.
Solution: Create a 50 year anniversary logo that is an offshoot of the corporate logo incorporating these elements into retail items that are attractive to teens. Campaign targets parents, using the educational excursions and link to President Eisenhower establish the organization's credibility and to entice them to encourage their teen to apply for a program. Parents and students are kept involved in the program prior to departing for the trip with an "AmbassadorGram" email campaign. A microsite was developed especially for potential students that includes an interactive travel itinerary that displays photos of the various excursions. Campaign was expanded to posters, promotional materials, and the website.