For this motor coach service between DC and Rehoboth Beach, DE, the client wanted an identity that evoked the golden age of travel...elegant, streamlined, and going somewhere.
The service, which targeted DC's LGBT community, needed a website with two distinct phases of implementation. Phase 1 captured customer information and survey results used to shape the schedule and amenities. Phase 2 functioned as a reservation booking and community engagement site. In both cases, as with all the ads and promotions, the strategy was to get customers to lock eyes with the models and start something.
Partnering with popular LGBT bars and restaurants, we used ads, banners, and the models themselves to draw crowds and interest. The models, by the way, are all non professionals. But, if I don't say so myself, a great photographer can bring out the best in people.
In both B&W ads (above) and color (below) I wrote headlines and copy to meet specific service offerings, events, and special pricing. In all cases the goal was to speak directly to the reader.
