The Art Journey

Can we make an ad for a holiday
without any pictures?

Captain’s Choice sell fancy ass holidays. Like $40,000 a pop private jet kind of holidays. But even for Captain’s Choice, teaming up with The Saturday Paper for a guided tour around Europe’s most exclusive art galleries was a big deal.

Who put the copywriter in charge?

The idea was to take very specific insight from the trip – a guided tour around the Picasso museum for example – and reference it in big bold headlines. Rather than simply showing it Not everyone would get the reference, but that was the point. The ads then ran in The Saturday Paper and The Monthly. Did it work? You bet it did, the trip sold out in less than two weeks.