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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Explore Charleston: Charleston Local Legend
Building on the success of our previous video campaigns with Explore Charleston, for this campaign we wanted to take video content further and break the mould of traditional tourism marketing. This campaign aimed to grow content that celebrates more of the local Charleston personalities, so that local people remained at the heart of this campaign.
Our previous ‘Where Great Stories Are Made’ campaign introduced us to the sheer wealth of personalities and talent that exists within and defines Charleston. Few other places in the US have people who are quite as passionate about their hometown; people who capture the very essence of the place that inspires them. Who better to champion a destination than the people who make it so unique?
With this campaign, we built on what we learnt previously and went even further in uncovering these inspiring Charlestonians, using ground-breaking interactive features to enhance the content. From listening to ghost stories to finding out where the best rooftop bars are, with interactive videos we immersed audiences deeper into the story of these wonderful locals and developed immersive calls to action aimed at learning more and booking experiences.
We changed the way we approached tourism marketing by introducing Blackwire, an industry-first interactive video service that would offer deeper value and insight for audiences to discover for themselves what sets Charleston apart as a destination.
The campaign was launched in conjunction with the announcement that the city of Charleston had been named Condé Nast Traveller’s No. 1 Small U.S. City for the eighth consecutive year. We supported the interactive videos with social cutdowns so that every platform was catered for and provided Charleston with a social strategy to help spread the word on this incredible achievement.
The resulting video content not only allows audiences to immerse themselves further into the lives of Charleston’s locals, but positions Explore Charleston as the most engaging US city and tourism board in the US, charting new territory in tourism marketing. It had fantastic PR results, achieving the core project objective.