» Client: Explorica
» Job: Create a marketing campaign that will set Explorica apart from the numerous other student travel companies competing for the attention of teachers.
» Agency: +SmithGifford Inc. in Falls Church
» Theme: Extreme teaching. The campaign was designed to illustrate the importance of connecting the classroom with real-world experiences.
» The Concept: While most student travel companies offer essentially the same services, +SmithGifford created a campaign for Explorica that would drive traffic to its Web site, www.explorica.com, and showcase what makes Explorica different. Each poster or brochure targets a different subject. For example, “Extreme Spanish” shows a student outside a bullfighting arena in Spain. “Extreme Geometry” shows a student outside of the Leaning Tower of Pisa.
» The Plan: Brochures were mailed to teachers across the country last month, and already inquiries are up 60 percent, according to Explorica figures. Posters will go up in schools this fall that will target students as well as teachers.
» Creative Team: Matt Smith, president; Bruce Gifford, copy writer; Ellen Burns, art director
» Background: Co-founders and cousins Smith and Gifford founded the agency four years ago after prestigiouscareers at top advertising agencies in New York, San Francisco, Washington and Richmond. The firm only hires senior-level advertising veterans. Previous clients include AOL, Brown’s Automotive and Simply Wireless.
» Working on next: Campaigns for Le Cupcake, American Trucking Association and Roy Rogers.
