Phase 03

Creative Ideation & Campaign Design

Purpose : Create a recognizable content format specifially known to Kitt & Lou.

3.1
Concept 1: "The Visual Audit" (Short-form Video)

The Idea: A 15 second video that briefs a destination based on "Aesthetics, Light, and Sound."

Example: A reel of a concrete villa in Mexico City. No talking. Just the sound of wind, text overlays and the coordinate pins or a Popular cave used in the world war 1.

3.2
Concept 2: "The Suitcase UX" (Interactive Carousel)

The Idea: A Short "What’s in my bag" series. Specific, professional, yet luxurious. The video could be based on the items and essentials needed for a certain trip to a country at a certain time.

Example: Tailored to 2 different category of Travellers;
"The 48 Hour Berlin Protocol." :
Slide 1: The aesthetic (A bag filled with clothes and essentials for a summer trip to santorini)
Slide 2: The techie (Camera Kit, specific adapters, A Drone)

3.3 Product Launch Campaign Blueprint

This is an assumption for the brand, in the preparation of a product / service launch, this is how the campaign will go

Website Landing Page

Hypothetical Choice

Hero Destination: Japan

Campaign Theme: “Cherry Blossom Autumn Escape”

This becomes the creative spine for all assets.

3.4 Defining the Campaign Narrative Arc

Purpose: Our aim here is to ensure content unfolds as a story not a random drop, but timely scheduled. So we pose a question of how people see or think of a place and provide answers to it

Challenge	Strategy	Execution
Japan is vast, misunderstood, and often overwhelming for the unguided.	Shifting the focus from "sightseeing" to "immersion" to find clarity in the chaos.	Crafting intentional journeys that reveal a humane, navigable Japan.

3.5 The Campaign Content

Purpose: Create assets across the funnel.

Top of Funnel (Editorial Authority)

Long-form essay: “Japanese culture, food and everything in between”

Social excerpts + SEO discovery

Format: Articles (Heavily guided by keyword research)

Mid Funnel (Planning & Trust)

Guide: “Tokyo vs Kyoto vs Shibuya: Which fits your Travel style”

Interactive itinerary previews

Format: Articles

Bottom Funnel (Conversion)

Download: “The Kitt & Lou 7-Day Japan Route”

Email capture or concierge CTA

3.6 Creative Format Design per Channel

Purpose: Effective storytelling without dilution.

Website: Editorial landing page for Japan with intention; High quality sections (culture, pace, routes, logistics).

Email: 4 part sequence (Weekly on Fridays):

1. Understanding Japan’s Rhythm

2. Designing Your Route

3. When & Where to Slow Down

4. Download the Full Experience

Channel	Format & Creative Strategy	UX Hook / Caption
Instagram	Cinematic Reel, Retro Hotel Nightlife.	How the city reveals itself after the sun sets.
TikTok	A drone shot capturing the beautiful backdrop of a serene location / ASMR of a pond / waterfall	Nothing beats a "Jet 2 Holiday" (Follow current trend )
Pinterest	An infographic about facts	5 Hidden Rules of the Kyoto Tea House.

3.7 Visual & Copy Direction

Purpose: To maintain brand Restraint and Premium feel.

Visual Rules (Hypothetical)

No stock tourism imagery (Too mediocre for our standards), instead we take copyrighted shots ourselves

Emphasis on : Streets, Transitions, Quiet moments, Culture and Lifestyle

Copy Rules

❌ “Unforgettable experiences” → ✅ “Experiences that linger in your hearts”

❌ “Hidden gems” → ✅ “Often overlooked by first-time visitors”

Campaign Timeline & Rollout

Week 1: Editorial essay + teaser social posts

Week 2: Planning guides + email Part 1–2

Week 3: Itinerary release + email Part 3–4

Week 4: Recap content + conversion push (Intense CTA)

3.8 Campaign Success Metrics

These 4 things will be tracked to see if our campaign is effective, if not we can weak the strategy a bit until we get desired result