Delta Vacations NFTs Campaign
In early 2022, the travel industry was still in recovery mode due to the COVID-19 pandemic. Delta Vacations decided to help ramp up bookings by promoting a vacation giveaway. Our job was to come up with an idea for how to promote this contest in a way that garnered attention. At the time, the conversation around NFTs was reaching its peak and that sparked our idea of having Delta Vacations give away its own NFTs. Nice Free Trips, that is.
I created an art direction style that pulled inspiration from the typical NFT visual language. This included a card style reminiscent of an NFT digital storefront, and perfectly looping videos that mimic the GIF-like quality of some of the most popular NFTs.
Delta Vacations
2022
Art Direction, Social Media
Digital vs. Real Life
We played on the differences between digital NFTs, and contrasted it with real life experiences. Our hero video struck a balance between piquing interest and curiosity (ie. Why is Delta Vacations talking about NFTs?), as well as explaining that they’re actually giving away vacation packages, not digital files. I worked with a copywriter, Isabel Drukker, to conceptualize this idea and how it would play out over the course of the weeklong contest on social media.
Real Results
By the end of the contest, Delta Vacations had received more than 68,000 entries, increased Instagram followers by 11%, and saw high levels of engagement from their followers. We ended the contest by announcing that all of the “NFTs” were now sold out.
