Air Transat's all-inclusive travel sister company, Nolitours, target the young adults (20-35 years old) and wanted to associated their brand with original content online. The ultimate objective is to enhance the image of both all-inclusive resorts and the destination itself.
THE CHALLENGE //
After a fcomplete research, we discovered that this generation of young adults travellers are simply not into all-inclusive resorts.
They want to get involved, get immersed in local culture, and they want their holiday to be based on what they find interesting in their daily life.
Gen Y are exploring new ways to travel in every sense. They have exposed to travel from an early age and this independent confidence is strengthened with their online re- search savvy skill set.
Generation Y (18-35) is also the fastest growing segment for the travel industry. Now that they’ve reached young adulthood, Gen Ys are travelling more than ever.
This reality-documentary series, travelbasecamp.com, seeks to educate Gen Y travellers how to they can use online “all-inclusive” travel deals to their ad- vantage to create customized and authentic experiences.
The emphasis is that you get to your destination for cheaper and have a safe place to stay from which to discover the local culture in an adven- turous way.
The resort becomes the “basecamp” of their trip/ experience/adventure.
The first destination was Dominican Republic under the form of a Pilot project.
THE RESULT //
The result is a series of short reality documentaries about three young adults who met online and decide to travel the world together. Their adventures lead them to experiences “off the beaten tracks” adventures, discover the local and underground cultures by meeting intriguing local peoples.
BASECAMP - Hacking the resort | part 1 of 3
BASECAMP - Hacking the resort | part 2 of 3
BASECAMP - Hacking the resort | part 3 of 3