The document is a creative brief for an advertising campaign by the National Park Foundation. It aims to raise awareness of domestic travel opportunities supported by the NPF among budget-conscious millennial explorers aged 25-30. Research found this group is interested in travel but hesitant to plan major trips due to work and budget constraints. The brief selects this target and plans to appeal to their wanderlust for spontaneous adventures by highlighting the new experiences available through national parks.

1.
1
National
Park
Foundation
Creative
Brief
CB 1 Lab B5: Katie Anderson – Leader, Ashley Diddell, Spencer Barry-Jenkins
Why
Are
We
Advertising?
To
raise
awareness
about
the
domestic
travel
opportunities
supported
by
the
National
Park
Foundation.
Who
Are
We
Talking
To?
Budgeting
Explorers.
25-­‐30
year
old
Millennials
stuck
between
youthful
wanderlust
and
their
plans
for
the
future.
They’re
beginning
to
budget
their
own
money
for
important
milestones
such
as
purchasing
their
first
house,
having
children
and
even
retirement.
They
want
to
travel,
but
with
a
budding
career
and
ties
cut
from
their
parents’
wallets,
international
travel
simply
isn’t
realistic.
They’re
always
receptive
to
the
possibility
of
a
new
adventure.
What
Do
We
Know
About
Them?
“With
the
stresses
of
budgets,
rent
bills
and
my
crazy
boss
at
work,
I
need
to
keep
things
spontaneous
outside
the
office
to
prevent
myself
from
falling
into
that
slump
called
“adulthood.”
However,
restaurants,
movies
and
picnics
aren’t
brag
worthy.
I’m
looking
for
a
way
that
I
can
just
hop
in
the
car
on
a
Friday
afternoon
and
have
an
Instagram-­‐worthy
adventure
to
share
with
my
friends.”
What
Do
We
Want
Them
To
Take
Away?
New
adventures
wait
at
the
National
Parks,
bringing
new
memories
every
time
you
visit.
Support
• "78%
Millennials
stated
a
strong
preference
for
learning
something
new
when
they
travel"
• 23%
of
Millennial
travelers
booked
their
last
trip
less
than
one
week
before
departure,
according
to
PhoCusWright
• 6/10
Millennials
would
rather
spend
their
money
on
experiences
than
material
things,
according
to
Steven
Cohen
VP
of
insights
at
MMGY
global
• “We’ve
talked
about
places
we’d
like
to
go
together
but
we
haven’t
really
made
a
list
of
anything
‘cause
we’re
poor.”
Tone
Energetic,
matter-­‐of-­‐fact,
sparking
curiosity
Creative
Sparks
• “Explorers,
Never
Tourists”
• “[Travel]
leaves
marks
on
your
memory,
on
your
consciousness,
on
your
heart,
and
on
your
body.
You
take
something
with
you…
Hopefully,
you
leave
something
good
behind."
• “Life's
not
meant
to
be
lived
in
one
place"
Mandatories
Logo,
NPS
website,
centennial
year,
NPF
social
media.

2.
2
Analysis
Introduction
As
the
National
Park
Foundation
approaches
its
centennial
year,
it
hopes
to
recruit
Millennials
for
support.
According
to
our
research,
millennial
visits
to
U.S.
National
Parks
have
gone
down
from
20
percent
to
lower
than
10
since
the
mid-­‐1990s.
However,
Millennials
are
highly
interested
in
travel,
with
more
than
70%
taking
a
leisure
trip
in
2013,
so
the
task
is
just
getting
them
to
parks.
By
appealing
to
their
wanderlust,
we
hope
to
raise
awareness
among
Budgeting
Explorers
of
the
domestic
travel
opportunities
supported
by
the
National
Park
Foundation.
Planning
and
Research
Our
target
selection
began
by
assessing
motivations
for
domestic
and
foreign
travel
among
Millennials.
A
2000
study
by
the
American
Council
on
Education
and
Arts
and
Science
Group
revealed
growing
“internationalization
of
higher
education
in
the
United
States.”
According
to
the
study,
“College-­‐bound
students
at
the
beginning
of
the
new
millennium
expressed
a
wish
to
engage
with
the
world
beyond
US
borders…
Nearly
50
percent
of
the
students
we
studied
wanted
to
enroll
in
study
abroad.”
According
to
the
Institute
of
International
Education,
“U.S.
students
studying
abroad
increased
by
three
percent
to
an
all-­‐time
high
of
more
than
283,000”
in
2013,
demonstrating
the
appeal
of
earning
college
credit
abroad.
Because
of
expanding
opportunities
to
travel
internationally
in
college,
we
saw
higher
success
in
encouraging
domestic
travel
among
Millennials
that
have
graduated.
Using
insights
from
our
interviews,
we
noticed
hesitation
for
major
leisure
travel
due
to
budget
constraints
of
very
recent
graduates.
Among
those
first
starting
off,
money
allotted
for
travel
generally
applies
only
to
major
planned
events.
We
decided
to
look
older.
At
this
life
stage,
our
interviews
revealed
more
budgetary
freedom
for
travel,
however
professional
demands
make
extended
vacationing
difficult
among
the
25-­‐30
age
range.
A
primary
source
said
“Business
keeps
me
from
planning
vacations
in
advance.
I
never
know
what
my
week
is
going
to
look
like.
Sometimes
I
have
to
work
weekends
if
there
is
a
lot
to
do,
so
that
gets
hard
to
plan
around.”
Therefore
spontaneous
getaways
during
downtime
hold
great
appeal.
Additionally,
The
Centers
for
Disease
Control
released
data
showing
birth
rates
for
women
in
their
20s
hit
record
lows
in
2013,
but
rose
among
women
in
their
30s.
The
U.S.
Travel
Association
revealed
a
five
percent
decrease
in
travel
with
children
in
2012,
and
because
of
this
trend,
we
decided
not
to
move
above
30.
The
25-­‐30
age
range
represents
young
professionals
beginning
to
plan
for
the
future.
While
now
considering
daunting
truths
like
marriage,
family
planning
and
401Ks,
we
found
in
our
interviews
that
they
still
lust
for
fun
and
adventure.
We
believe
25-­‐30
year
olds
will
be
receptive
to
the
budget-­‐friendly
travel
opportunities
made
available
by
the
National
Park
Foundation.
While
older
than
18-­‐24,
these
Budgeting
Explorers
express
their
sociability
online
according
to
Forbes,
and,
according
to
Millennial
Marketing,
87%
donated
to
a
non-­‐profit
in

3.
3
2013.
The
memories
made
and
shared
online
during
their
visits
to
the
National
Parks,
will,
in
turn,
encourage
their
long-­‐term
monetary
support
of
the
Foundation.
Conclusion
Through
primary
and
secondary
research,
we
uncovered
the
need
for
an
escape
from
adulthood
satisfied
by
leisure
travels.
By
sparking
curiosity
with
this
energetic
strategy,
we
will
emphasize
the
value
of
the
National
Park
Foundation
among
Budgeting
Explorers.
Discussion Guide: In-Depth Interview
Purpose
To
discover
factors
motivating
the
target
consumer’s
decision
to
travel
domestically.
The
information
will
be
used
to
develop
a
consumer
insight
to
inspire
a
brief
and
direct
creative
strategy.
Self-­‐Introduction
• Name
• Where
you’re
from
• (Intended)
Profession
• Where’s
your
favorite
place
you’ve
travelled
and
why
• What
makes
this
place
your
favorite?
This
brings
us
to
the
discussion
of
travel.
Issues:
Motivation
• Tell
me
about
the
last
time
you
took
a
trip.
o Location
o Motivation
o When
o Who
with
o How
long
o Feelings/thoughts
o Influences
o Mode
of
transportation
o Needs/stresses
Issues:
Personal
Life
• How
does
your
personal
life
influence
you
to
travel?
o Probe
for
“vacation,”
“business,”
“escape,”
“relaxation”
• Do
you
enjoy
travelling
for
leisure?
• What
personal
factors
affect
your
travel
plans?
• If
money
weren’t
an
object,
where
would
you
go
and
why?
• Who
is
your
favorite
person
to
travel
with?
• How
do
your
friends
and
family
influence
your
travel
plans
via
social
media?
• Probe
for:
cool
pictures,
stories,
memories,
“bonding
experiences”
• What
apprehensions
do
you
have
about
married
life?

4.
4
• What’s
the
scariest
part
of
“the
future?”
Issues:
Aspirations
• Tell
us
about
your
bucket
list.
o Probe
for:
travel
• What
do
you
hope
to
do
when
you’re
on
a
leisure
trip?
o Probe
for:
sightseeing,
buying
memorabilia,
making
a
memory
• Where
do
you
wish
you
could
have
travelled
as
a
kid?
• If
money
weren’t
an
object,
where
would
you
go
and
why?
Briefing Plan
We
begin
by
playing
the
game
“U.S.
or
Nah?”
to
showcase
of
the
beauties
of
domestic
travel.
Team
members
will
decide
if
each
image
is
in
the
United
States
or
international.
(All
of
the
images
are
in
the
United
States,
which
will
be
announced
at
the
end
of
the
game)
1.
Dry
Tortugas
National
Park,
Florida
2.
Mount
Rainier,
Washington

5.
5
3.
Kenai
Fjords
National
Park,
Alaska
Audience:
Who
are
we
talking
to?
Budgeting
Explorers.
25-­‐30
year
old
Millennials
stuck
between
youthful
wanderlust
and
their
plans
for
the
future.
They’re
beginning
to
budget
their
own
money
for
important
milestones
such
as
purchasing
their
first
house,
having
children
and
even
retirement.
They
want
to
travel,
but
with
a
budding
career
and
ties
cut
from
their
parents’
wallets,
international
travel
simply
isn’t
realistic.
They’re
always
receptive
to
the
possibility
of
a
new
adventure.
• “With
the
stresses
of
budgets,
rent
bills
and
my
crazy
boss
at
work,
I
need
to
keep
things
spontaneous
outside
the
office
to
prevent
myself
from
falling
into
that
slump
called
“adulthood.”
However,
restaurants,
movies
and
picnics
aren’t
brag
worthy.
I’m
looking
for
a
way
that
I
can
just
hop
in
the
car
on
a
Friday
afternoon
and
have
an
Instagram-­‐worthy
adventure
to
share
with
my
friends.”
Strategy
New
adventures
wait
at
the
National
Parks,
bringing
new
memories
every
time
you
visit.
• Support
o "78%
Millennials
stated
a
strong
preference
for
learning
something
new
when
they
travel"
o 23%
of
Millennial
travelers
booked
their
last
trip
less
than
one
week
before
departure,
according
to
PhoCusWright
o 6/10
Millennials
would
rather
spend
their
money
on
experiences
than
material
things,
according
to
Steven
Cohen
VP
of
insights
at
MMGY
global
o “We’ve
talked
about
places
we’d
like
to
go
together
but
we
haven’t
really
made
a
list
of
anything
‘cause
we’re
poor.”
• Tone
o Energetic,
matter-­‐of-­‐fact,
sparking
curiosity
• Creative
Sparks
o “Explorers,
Never
Tourists”
o “[Travel]
leaves
marks
on
your
memory,
on
your
consciousness,
on
your
heart,
and
on
your
body.
You
take
something
with
you…
Hopefully,
you
leave
something
good
behind."

6.
6
o “Life's
not
meant
to
be
lived
in
one
place"
Citations
• “Data
Dive:
8
habits
of
U.S.
Millennial
Travelers”.
March
15,
2015.
http://www.hotelnewsnow.com/Article/14725/Data-­‐dive-­‐8-­‐habits-­‐of-­‐US-­‐
millennial-­‐travelers
• “Meet
the
Millennials:
Insights
for
Destinations”.
March
15,
2015.
• http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf
• “Anthony
Bourdain
Quotes”.
March
15,
2015
• http://www.goodreads.com/author/quotes/1124.Anthony_Bourdain
• “3
Must-­‐Know
Trends
to
Understand
the
Millennial
Traveler”.
March
15,
2015.
http://skift.com/2014/06/19/3-­‐must-­‐know-­‐trends-­‐to-­‐understand-­‐the-­‐millennial-­‐
traveler/
• “29
Surreal
Places
In
America
You
Need
To
Visit
Before
You
Die”.
March
15,
2015.
http://www.buzzfeed.com/ariellecalderon/surreal-­‐places-­‐in-­‐america-­‐you-­‐need-­‐to-­‐
visit-­‐before-­‐you-­‐die#.vtBxDWRa
• “20
Tips
for
Travelling
With
Children”.
March
15,
2015.
http://www.roughguides.com/article/20-­‐tips-­‐for-­‐travelling-­‐with-­‐children/
• “Travel
Facts
and
Statistics”.
March
15,
2015.
https://www.ustravel.org/news/press-­‐kit/travel-­‐facts-­‐and-­‐statistics
• “College-­‐Bound
Students’
Interests
in
Study
Abroad
and
Other
International
Learning
Activities”.
March
15,
2015.
http://www.acenet.edu/news-­‐
room/Documents/2008-­‐Student-­‐Poll.pdf
• “This
Is
Why
Millennials
Aren't
Procreating”.
March
15,
2015.
http://www.refinery29.com/2014/12/80029/millennials-­‐not-­‐having-­‐kids
• “2015
Is
The
Year
Of
The
Millennial
Customer:
5
Key
Traits
These
80
Million
Consumers
Share”.
March
15,
2015.
http://www.forbes.com/sites/micahsolomon/2014/12/29/5-­‐traits-­‐that-­‐define-­‐
the-­‐80-­‐million-­‐millennial-­‐customers-­‐coming-­‐your-­‐way/
• “Social
Justice
in
the
Millenial
Generation”.
March
15,
2015.
http://www.huffingtonpost.com/joshua-­‐stanton/social-­‐justice-­‐in-­‐the-­‐
mil_b_2708224.html
• “How
The
Millennial
Generation
Views
Marriage
And
The
Family”.
March
15,
2015.
http://www.foryourmarriage.org/how-­‐the-­‐millennial-­‐generation-­‐views-­‐marriage-­‐
and-­‐the-­‐family/
Interviewees
Paige
Peterman,
21
Seth
Schuster,
30
Tyler
Jenkins,
22