For this project, our objective was to create a marketing campaign that encouraged greater community involvement and outdoor participation. Because outdoor adventure can sometimes feel intimidating to new audiences, we focused on making the campaign welcoming, approachable, and inclusive.

Our team developed a target persona and defined psychographics to better understand our audience, along with creating brand mantras and taglines to guide the campaign’s messaging. We also designed ad concepts, promotional materials, and a media plan to support the campaign strategy. More details about our research, creative process, and final campaign can be found in the presentation above. This project was especially valuable as it taught me the importance of audience research, brand consistency, and applying creativity to real-world marketing strategies.