VACATION - “THE BRONZE BADGE.”
AD+CW: GRIFFITH POOL AND ANNIKA JOHNSON
Spending a lifetime outside leaves older men with tan lines that tell the story of where they’ve been.
Vacation celebrates those marks as proof of a life well lived, turning tan lines into a badge of honor earned through years of hard work, play, and time in the sun.
Vacation helps them keep earning their bronze while protecting the skin underneath it.
INTRODUCING THE BRONZE BADGE.
OOH
THESE PLACEMENTS FEATURE OLDER MEN IN VACATION’S ADVERTISING, CELEBRATING THOSE WHO HAVE SPENT A LIFETIME IN THE SUN AND MAKING THEIR STORIES A MORE VISIBLE PART OF THE BRAND.
SOCIAL
WE WANT TO INCLUDE OLDER MEN IN VACATION’S SOCIAL IMAGERY, POSITIONING THEM AS AN AUTHENTIC AND VISIBLE PART OF THE BRAND’S AUDIENCE RATHER THAN AN OVERLOOKED DEMOGRAPHIC.
on the beach
OLDER MEN WEARING THEIR BRONZE BADGES HIT THE BEACH TO CELEBRATE THEIR HARD-EARNED TAN LINES, AWARDING BEACHGOERS THEIR OWN BRONZE MEDAL SUNSCREEN BOTTLES.
VACATION GREW OUT OF POOLSUITE, THE RETRO LEISURE PLATFORM BEHIND PALM REPORT, ITS NEWSLETTER DEVOTED TO TRAVEL, CULTURE, AND SUNNY ESCAPES.
PALM REPORT BECOMES AN AARP-STYLE PRINT MAGAZINE, PAIRED WITH VACATION ADS IN PUBLICATIONS LIKE AARP, READER’S DIGEST, NATIONAL GEOGRAPHIC, AND CONSUMER REPORTS. BY SHOWING UP IN MEDIA OLDER AUDIENCES ALREADY TRUST, VACATION MEETS THEM ON THEIR TERMS INSTEAD OF TALKING DOWN TO THEM.
out at sea
VACATION TEAMS UP WITH MARGARITAVILLE AT SEA TO BRING BRONZE BADGE TO LIFE. ONBOARD THE MARGARITAVILLE AT SEA CRUISE, THE VACATION BRONZE GAMES TURN CLASSIC GRANDPA PASTIMES LIKE CORNHOLE, CANNONBALLS, GRILLING, AND LAWN-CHAIR SETUP INTO AN ABSURD OLYMPIC-STYLE COMPETITION.
