Summer 2023 campaign for Skyscanner - Editorial

Skyscanner’s core mission this summer is to help travelers who are desperate to see the world, but also cautious about how they spend their money. After a major data-crunch for a list of most-searched destinations in each market, I was charged with providing a suite of lesser-known, economical alternatives to explore across 4 themes: Beach Holiday / Outdoor Activity / Bucket List / City Break.

The campaign is an exciting opportunity to discuss lesser trodden spots in the world with a comparative aspect, and work to alleviate the sentiment of budgetary compromise. The articles were built to also integrate the editorial content as social media feeders for Skyscanner’s Destination Decider tool - an interactive Instagram chatbot build-in for travelers to consult for their alternative summer holiday options. The ensemble is a highly specific content suite that embodies Skyscanner’s editorial function while renewing the company’s visibility and tools for fulfilling that calling. The content has multiplied use across press, social, and editorial and picked up traction with Travel & Leisure and the Daily Mail.