Justin Nutall
Copywriter | Content StrategistThe Journeymakers
CLIENT: AMEX ROLE: CopyMEDIA: Digital/Video/Social/Print
Everyone who's traveled knows one. That unique, creative person you encountered out in the world who went above and beyond to give you the time of your life. Maybe it was the nonna in Sicily who taught you how to make scaccia from her own kitchen. Or the diving instructor who showed you a secret cove for pearl diving.
To celebrate their 100th travel anniversary, American Express wanted to help all of us thank these people. So we came up with the Journeymakers program. Using TripAdvisor’s API, we built a site that enabled you to create a note of gratification online which was then written out by handwriting robots (that’s a thing) and actually mailed to the person who took your trip from good to great.
AMEX - Tao of Scottie - Tyler Manson from ACNE on Vimeo.
We launched the campaign with anthem videos and huge spreads in Travel & Leisure, The New York Times, Conde Nast Traveler, etc. The notes came pouring in by the thousands. People posted them all over social media too and users were able to track them via an interactive map on The Journeymakers site.
