CREATIVE GROUP.

The challengeEvery season ships as carousels, stories, feed posts and a trade newsletter, in two languages, across several brands in the group. Designing each piece on its own would take a team; and by the third week nothing would match.

The answerCampaign kits instead of campaign posters. One cover grammar, one caption band, one gold rule. Then the pieces are produced against it: Excursions Francophones, ten beaches, top five Paphos, the herbal route, the Marella package. The production newsletter is cut from the same set, so what a partner reads in an inbox is what a traveller sees in a feed.