European Travel Commission Sustainable Tourism Campaign
The European Travel Commission is a non-profit group that promotes Europe as a travel destination. Their campaign, “Unlock an Unexpected Upgrade,” encourages travelers to experience Europe more sustainably by visiting off-season or exploring less-crowded destinations. The campaign reframes responsible travel as an elevated experience – one where fewer crowds, slower moments, and deeper cultural connection become the upgrade itself.
Credits: proposal writing, visual identity, asset creation
My Process
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The campaign centers on authentic, one-of-a-kind travel experiences. Because the audience values trips that can’t be replicated, the creative approach must reflect that sense of intimacy and uniqueness.
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The design is photography-led, using real images captured by local photographers rather than staged stock shots. Photos are selected for their natural, unstaged feel—often featuring people without showing faces, allowing viewers to project themselves into the scene. Assets can be sourced directly or developed in collaboration with European artists to further strengthen authenticity.
