Copywriting
Wayward Hotels — Brand Awareness Campaign (Spec)
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A self-initiated project for a fictional boutique hotel group targeting seasoned travelers seeking off-the-beaten-path destinations. Brief: build brand awareness through a campaign that makes predictable travel feel inadequate — without ever explaining why Wayward is better. All four ads use overheard traveler complaints as headlines, with Wayward responding in a single, confident line.
Ad 1
Headline: “You went where?”
Body copy: Exactly.
Ad 2
Headline: “Everywhere is like everywhere else”
Body copy: But you haven’t been everywhere.
Ad 3
Headline: “I just hate big crowds”
Body copy: We know a place.
Ad 4
Headline: “Kind of overrated, honestly”
Body copy: We feel the same way.
Tagline: The world and all its secrets