We are søster. A creative agency using unique travel insight to fuel and enhance a brand’s offering. Delivering creative content, brand strategy and global experiences, we use wanderlust to inspire audiences and supercharge companies. As the sister of world-renowned travel company Black Tomato, we’re retailers as well as creators. This means our work is uniquely effective. We are able to draw upon insight into customer behaviour, travel industry expertise, and an understanding of future trends, which gives us an unparalleled understanding of the entire travel market. This knowledge allows us to provide an unsurpassed level of expertise for both brands in travel and those brands seeking to use travel as a vehicle to engage with and put themselves on their audiences’ map.
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Destination Canada: An Extraordinary Life
For this project, we were tasked with bringing to life Canada’s hugely diverse and inspiring landscapes and connecting them with their target audience through the form of a luxurious book that could be emailed or mailed directly.
There are few things that tell the story of a destination better than its inhabitants. So to bring Canada’s culture and landscapes to life, we asked a handful of locals to show us the extraordinary side of their everyday. We identified a selection of locals and challenged each to spend a week capturing their daily life and environment in a series of photos, uncovering the everyday sights for them that are truly spectacular sights for others.
‘Canada: An Extraordinary Life’ was our creative concept that painted the most truthful depiction of an extraordinary country. The editorial was incredibly impactful, demonstrating the beauty of Canada through different stories, including that of a mountain rescue guide in the Rockies, to a professional chef in Toronto. These people show us the true diversity of rich experience within the provinces and deliver a book that can be digested and emotionally impactful to a wide range of viewers.
Accompanied by insightful conversations written up by our editorial team, these photographic stories were then compiled into a luxurious book and sent to clients by direct mail, distributed to carefully selected partners and displayed as an online edition.