Client:Houston First Corporation
The 2015 Summer Campaign for Houston was an evolution of the 2014 campaign. The fantastic photos in the campaign were shot by Julie Soefer the previous year. In total, the campaign consisted of nearly 300 different ads and was delivered to viewers through Google Ads, Hearst Media, Pandora, Expedia, Hotels.com and Facebook.
The 2014 Summer Campaign performed really well and the 2015 campaign aimed to deliver to an even larger audience across more networks, so the creative needed a touchup. The verbiage stayed very similar but some of the images were swapped and the design of the ads was refined – elements given an extra level of detail and the colors given a bit more punch.
Pandora is really unique, not only in how the advertisements are delivered, but also in the landscape in which the designs live. Above are four album tiles. As the audio portion of the ad was being played to the listener, the “album cover art” that is shown in the player is changed to these static ads. To the right and below are four player wraps created to showcase Houston's various attractions. The white text is the clickable area for the ad.