Perfect Summer Reset

  • The Challenge

    The business needed to increase teacher engagement and inspire more educators to consider leading student travel experiences.

  • The Insight

    Through qualitative research, conversations with teachers and feedback from our sales team, a consistent theme emerged: teachers were experiencing high levels of burnout and felt their challenges were being overlooked.

    The question became: How do you ask burned-out teachers to take on even more responsibility?

  • The Strategy

    We shifted the campaign from a traditional acquisition message to an empathy-led brand moment, acknowledging teachers first and positioning travel as an opportunity to recharge rather than another responsibility. Anchored by a $20,000 Perfect Summer Reset giveaway, the campaign came to life across paid and organic media, direct mail, partnerships, email and web.

My Role: Campaign strategy, audience insights, briefing, project management, reviews and approvals on copy and design

The Impact

Highest-performing acquisition campaign in company history.

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Surpassed lead generation goals by 170%.

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Generated high engagement across social media, with high comment and share rates.

Teachers responded with emotional resonance, with comments like: "It's so nice to finally feel seen."

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