As warmer weather arrives, so do thoughts of hitting the road and seeing the world. According to a 2017 AAA survey, more than one-third of Americans plan to take a family vacation 50 miles or more from home.
Parents and families make up a large percentage of Citizens Bank's social media audiences on certain platforms. They look for relevant information as they plan their summer activities. I led the team to create unique educational and lifestyle content for our readers that helped them think about their trip from a financial perspective.
We started by creating a series of new articles:
Then we also developed an infographic (in this article), created a simple bingo travel game for Instagram, and a travel-themed playlist on Spotify.
Our strategy included focusing on three audiences in our promotion of the content across our social platforms: Young singles road-tripping with friends, families on road trips, and older couples.
To make sure our content resonated with these different audiences, we shot original photography that told the story of these three different trips.
Instagram Story:
Infographic:
Samples of images from photo shoot:
