By Tariq Hawari, Content Advisor
Visa and Click2View’s Solo Traveller series won the bronze award at the Markies event for the Best Idea – Female Audience category. Click2View was up against some stiff competition from the likes of HP, Canon, Maybelline and Mastercard, and their respective agencies.
The event, held last week at the Shangri La hotel celebrates ‘the most innovative, creative and effective campaigns or projects spanning Singapore’s entire marketing services industry’.
Click2View wins at the Markies for Visa Solo Traveller. In this pic Grace Leong from Visa, Tariq Hawari and Juliette Derosiaux from Click2View.
This amazing result follows Click2View’s win at the Marketing Excellence Awards in November. At the event we took home the gold award for Marketing to the Female audience.
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, women were empowered economically and socially to be nomadic’.
The brief from Visa Corporate Communications was to document Visa’s findings, inspire a female audience, promote cross-border spending and shopping using electronic payments.
This gave birth to the Female Solo Traveller Series.
We featured real, independent female travelers who were travel savvy, excited to try new things and not afraid of the challenges of filming. Each traveler had a different personality and interests. They had to be social influencers with strong female fan bases.
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 deploy small three-person crews of multi-media journalists. To achieve authenticity, each story features real people the team met along the way, everything is shot on the go, capturing spontaneous moments as opposed to scripted dialogue.
Following these success, we are now currently working on another seven-part travel series for the 2018 Pyeongchang Winter Olympics. Fingers crossed for another multi award winning documentary series.
You can check out the Female Solo Traveller series here