All destination ads from travel companies carries a picture-perfect photograph of the destination. Our attempt was to move away from postcard - imagery and static campaigns. Taking inspiration from our TG - the newly wed couples, our campaign romanced the maps of the destinations along with the silhouettes of the couples, marrying the beauty of the destination and the beauty of the occasion /moment. A travel story in a romantic way that almost compels the TG to 'look differently' at the destinations.

Romancing the maps of the destinations with the graphic silhouettes of the couples, promoting honeymoon packages for the newly weds was a new style of execution in the travel category. A visual play of a couple in a striking pose with the destination maps brings alive the curiosity to travel in a unique way.

Within a few days of the campaign rolling out, Cox & Kings had to increase allocations on the destinations communicated to meet the increased demand. Sales of the international packages increased by 19% in one month. And enquiries about the packages went up by 57% and calls are still coming in even though the campaign is off.