Client: AMERICAN EXPRESS TRAVEL
Type: PRODUCT LAUNCH
In a world where everyone over Googles, over Yelps, and over analyzes every decision about their trip before they even go on it, we wanted to think differently for American Express travel. So we drew on culture tensions in creating Nextpedition—a custom-made mystery trip based on a traveler’s passions and interests.
First, the adventurer discovers their travel sign via the online travel profiler quiz. Then we book they trip from them as theywait for the adventure to begin. They won’t know where they're going or what they'll do when they get there. They might take cooking lessons in France, or trek to a hidden waterfall in Hawaii. All is unveiled to the traveler (and their companions) day-by-day via alerts from their custom designed mobile travel console.
• The client asked that we not submit this to any shows
• Elizabeth Hunt