Client: Visa
Project Title: Visa Solo Traveller
BACKGROUND
In 2015, Visa’s Global Travel Intentions study became front-page news in The New York Times for identifying a new traveller segment – female solo travellers. It was, The Times said, a historic milestone for feminism, as women became empowered economically and socially to be more nomadic.
BRIEF
The brief from Visa Corporate Communications was to document Visa’s survey findings, inspire a female audience, promote cross-border spending and shopping using electronic payments.
RESPONSE
We decided to create a female talent-led series of lifestyle-travel videos aimed at the target audience of young millennial women. The series featured real, independent women who were travel savvy, excited to try new things and comfortable being filmed. Each traveller had a different personality and interests and each had to be a social influencer with a strong female fan base.
The success of this series was a result of being able to capture the essence of solo travel. As an agency, we take a journalistic approach and on this project, we deployed a small three-person crew of multimedia journalists. To achieve authenticity, each story features real people the team met along the way and everything is shot on the go, capturing spontaneous moments – as opposed to scripted dialogue.
Check out the Female Solo Traveller series.
OUTCOME
The series is still ongoing, with new Singapore and Korea episodes produced and released. The series was also recognised for multiple awards: A 2017 Markies Award for Best Idea – Female Audience Category, a Marketing Excellence Award – Marketing To A Female Audience in November 2016, and also a 2017 Content Marketing Awards Finalist in Best Content Marketing Program in Financial Services and Best Motivational Video or Video Series categories.
Following the series’ success, in 2017 Visa commissioned Click2View to create a seven-part travel series for the 2018 Pyeongchang Winter Olympics.
