Black Friday Campaign. I developed the concept of “Choose Your Adventure” and used a fun quiz as lead generation opportunity that would also show the brand’s playful side and create anticipation and excitement for upcoming Black Friday sale. Researched online quiz tools, selected best option, built the quiz and all other assets for the campaign, as well as helped to write the quiz questions and results content, determining what sites, experiences, and wildlife to feature from each destination as part of the quiz. On the week of Black Friday, all assets were transitioned to Black Friday messaging and those who had participated in the quiz were retargeted and sent emails based on the areas they showed interest in. The quiz was a useful tool to help segment leads based on their travel interests and learn more about potential guests.

This campaign was a success and we reached our sales goals for the campaign, bringing in over 11 million in sales. I won a company award for most revenue ever generated in the history of the company for any campaign across all regions. 

Running a longer campaign with multiple touch-points across channels, and transitioning messaging as we approached the week of Black Friday was a successful strategy. In 2022, I broke records again for Black Friday with only a crew of 2 people—I built, designed, and helped write the quiz, and designed and executed across web, email, display, and direct mail.