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.