AMERICAN EXPRESS 

TRAVEL NEXTPEDITION

CHALLENGE

Travel is broken. Over-street viewing, over-yelping, and general over-planning have ruined it. What happened to all the mystery and discovery?

Solution
We put the discovery back into travel with NEXTPEDITION, a custom-made mystery trip based on a Travel Sign and tailored to the passions and interests of each customer. The trip details were revealed day by day via a handheld Travel Console.

Results

A runaway success, NEXTPEDITION ricocheted through social media within days of launch, and quickly took hold as an entirely new category of travel, i.e., 'Mystery Travel', inspiring several imitators.