Digital Travel Network & Lifestyle Brand. Always On and On-Demand.
Role: Executive Creative/Design Director | Experience Strategy Lead | Original Series Development & Production Lead
Challenge: Define a comprehensive experience strategy and creative vision for the PTA Media brand (a new digital venture and Time Inc./Travel+Leisure Magazine & Delta Air Lines partnership). Activate that direction across brand design, cross-platform experience, advertising, original series and branded content to produce a bold and authentic new voice in travel infotainment. Increase viewership in a saturated on-demand TV and digital programming marketplace.
Solution: I leveraged a team of strategists, designers, content creators, writers and producers to build a streamlined and harmonious brand experience that was reinforced across all touchpoints. I introduced new ways for the audience to interact with PTA via its website and social media portals, inaugurated a promotional strategy and style that united the branding with content, and developed new shows to better reflect the intended audience's interests, age-range, and incomes.
At launch, P•T•A Network's flagship travel channel could be viewed and experienced on OTT TV Sets (Roku & Amazon Fire), Online (Travel+Leisure Magazine featured and advertiser-sponsored content), Mobile Devices, In-Flight Entertainment (Delta Air Lines), Hotel Rooms (Sonifi) and other Away-from-Home platforms worldwide.
This project overview reflects the real and explorative elements that went into concepting, designing, developing and launching the channel and video-first website, as well as its branded entertainment, mobile app, promotional campaigns, advertising and episodic show content.
Brand Overview | Network Sizzle Video:
Online Viewing of the Channel's Episodic Shows and Long-Form Video Content: At launch, the network had seven original series in production that spanned in subject matter from off-the-path city tours to unique “staycations,” state by state matchups, luggage and accessories, destination inspiration and tips for eating out, stepping out and checking out.
The online player portal was designed to tease each of the shows with vivid postcard-like imagery, allowing users to be guided by visual exploration.
The website design also reflected the layout of OTT players like Amazon FireTV.
Streaming Media Player Design: Though Roku, Delta Studio, ClearTV and Sonifi were added soon after, Amazon Fire TV was the leading OTT distributor of the channel’s content at launch. Our visual layout followed the same design principles as the website, primarily guiding viewers with bold imagery, limited sponsor links, and minimal text.
Example Episode of Original Docuseries Created for the Network: Foreign In The U.S.A - Brighton Beach Brooklyn
Network Programming Promo & Sponsorship Video:
Content for On-The-Go Trip Planning: The PT+A website and mobile app were designed to accommodate an accessible and growing library of short-form travel videos, which included professional influencer reviews, self-guided tours and destination info, story-based event and service promotions, and quick tips for local explorers and tourists alike.
Mobile App: With location-aware maps, on-demand playback and instant recommendations, the mobile app was designed to extend PT+A's reach and utility.
Short-Form Branded Content: This video tour of the Anchor Brewing Company in San Francisco's Potrero Hill neighborhood, is an example of the self-guided tours and insider destination content that was produced specifically for mobile viewing. The ability to curate and share playlists of lively and informative story-based and location-specific video content was aligned with the overall brand experience.
Advertising - Cross-Promotional Content, Digital, Print & OOH:
A range of branded content and digital, print, on-air and OOH activations were produced to support the network's "Hello World" awareness campaign as well as individual series promotions.
Imagery and copy were calibrated to convey the brand's unique POV - an authentic, casual, and opinionated perspective on tourism and travel advice.
Delta Studio: InFlight Entertainment - Bon Voyage!
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