The document proposes an integrated digital ad campaign for Google Trips to remind people that they can travel spontaneously using Google Trips. It identifies potential target audiences like an expat in Hong Kong wanting a break from work, a vegan woman from the South wanting to find herself, and someone doing a gap year deciding where to travel. The campaign would empower people's impulse to travel spontaneously by partnering with social media travel influencers who would take a free 3-day trip using Google Trips and post with the hashtag #DontTravel, continuing the personality of the Google Trips "Don't Travel" campaign across multiple daily posts.

1. Don’t Travel
Integrated Digital Ad Campaign for
Google Trips
Nathasya Effendy and Asai Meyer

2. Problem:
People know they can travel, they just need to be
reminded that they should.

3. people don’t have time
people DO have the time but they just
choose not to travel

4. Solution:
Remind them that they can travel spontaneously and
Google Trips enables them to do so.

5. Bob Sylvia Anwar
Expat working in HK
and would like to
travel because he
wants a break from
work
Vegan, Southern.
Would like to travel
because she wants
to find herself.
Doing a gap year
and is deciding
where to travel. Has
the time to go
whenever we feels
like.
Spontaneity, Impulse
192631

6. Empowerment in choice
What drives impulse?

8. SOCIAL

10. @bucketlistjrny
@thefella
@triphackr
@jackharries
@leeabbamonte
@thebackpacker
@theplanetD
@onemileatatime
@graymalin

11. -Google Trips gives the influencers a free 3-day trip
-Each influencer uses #DontTravel in each of their posts
-Each day, the influencer must post at least 1 picture with
their own “don’t”, carrying on the personality of the
Google Trips’s Don’t Travel campaign

13. PRINT