(Un)Plan a Getaway: Embracing change amid pandemic paralysis. If there was anything we learned by fall of 2020, it was that plans change. With the tourism industry basically at a standstill due to Covid, our client asked us to come up with an idea to get people traveling again. We created “(Un)Plan a Getaway”— a social and digital ad campaign encouraging New York Staters to take spontaneous trips to explore the abundance of natural beauty and attractions in their own ‘backyard’. Targeting people within a few hours’ drive of Cayuga County, we used a three-pronged communication strategy of “educate, inspire, and empower”, and countered the heaviness of the time with some much-needed lightheartedness. Because why not enjoy all the fun of a well-planned trip without all the, well…planning?
