Challenge
Transform the refreshed “O!” asset into a broad platform that worked not only as identity, but also as a way to tell stories about travel.
Ostrovok — “A great holiday starts with O!”
Turning a brand asset into a scalable communications platform.
My role
I developed the strategic foundation of the campaign: audience tensions, insights, the creative brief and the central communications message.
Strategic solution
The letter O became a storytelling system for vivid travel moments: “The brightest holiday experiences start with O.” The platform later expanded into promotion with “The most emotional promo code: Ooooo!”
Outcome
The platform launched across TV and digital, continued through further activations and received industry awards.
What I delivered
- 01Challenge and audience analysis
- 02Insight development
- 03Creative brief
- 04Communications message
- 05Strategic guidance for creative development
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