MULTI-BRAND CREATIVE LEADERSHIP
Apple Leisure Group
Four travel brands. Four distinct ways to make escape irresistible.
Creative leadership across Apple Vacations, BeachBound Vacations, CheapCaribbean, and Funjet Vacations, connecting each brand’s personality with relevant messages across display, paid social, and motion.
Created at DELVE in collaboration with agency and client teams.
My role
Led concept development, copywriting, art direction, production oversight, client presentations, creative QA, and final approval across brands and channels.
Creative leadership across Apple Vacations, BeachBound Vacations, CheapCaribbean, and Funjet Vacations, connecting each brand’s personality with relevant messages across display, paid social, and motion.
The challenge
Four related vacation brands often promoted similar destinations, packages, and seasonal offers. Each needed a distinctive way to connect with travelers while making the value and next step clear.
The work also needed to adapt across display banners, social feeds, vertical Stories, and motion while preserving each brand’s identity.
The approach
We started with each brand’s personality and built concepts around recognizable travel motivations: escaping the cold, finding a great deal, discovering a beach, or making memories with friends.
The team developed campaign families that adapted messaging, imagery, composition, and pacing to the placement. For Apple Vacations, dynamic location and weather information made the creative relevant to where the viewer saw it.
Apple Vacations
Make getting away feel easy.
Apple Vacations creative connected everyday pressures with the relief of a vacation. Dynamic display adapted location and weather information to the viewer, using the contrast between local conditions and a warm destination as a reason to book. Turn on Easy Mode expressed the simplicity of an all-inclusive escape, while the Hawaii offer paired destination appeal with a clear savings message.
BeachBound Vacations
Connect beach discovery with a clear reason to book.
BeachBound combined beach imagery with direct offers and invitations to explore. Introductory savings, Black Friday promotions, and destination campaigns gave travelers timely reasons to consider a getaway. Creative promoting the Perfect Beach Finder quiz offered another entry point, inviting travelers to discover vacation options based on their preferences.
Cheap Carribean
Give value a personality.
CheapCaribbean paired clear pricing with bright color, playful typography, and conversational headlines. “Winter Blues to Sand in Your Shoes,” “From Everyday to Summer Vacay,” and “Goodbye Work, Hello Beach” connected the offer with the emotional reward of getting away.
Static and motion executions carried that personality across placements while keeping the message direct and easy to understand.
Funjet Vacations
Make the traveler the center of the story.
“Funjet Is for Treasure Seekers” and “Funjet Is for Fun Times With Friends" connected the brand with different reasons to travel.
A consistent visual structure supported both adventure and shared experience, with photography and headlines shifting to reflect each motivation.
