Granite Travel Trade Expos
Granite Travel Trade Expos are the number #1 trade shows in Canada connecting smaller markets with big suppliers. Each event is a unique opportunity to provide travel agents with one-on-one contact with the representatives’ extensive knowledge of destinations, tours, and attractions that their clients want. In this short video, I captured the organic, lively energy of a show to accurately promote the experience as a whole.
GTTE’s website is their main platform for suppliers to book spots to advertise their products, and for travel agents to buy tickets to the shows. To improve the user experience and boost sign-ups, I took the initiative to create a mock redesign that emphasized clarity and accurate brand message. Accomplishing this included following a brand guide that stayed consistent across every social platform, following design architecture strategies, and rearranging information for improved accessibility. One major feature was testimonials. The shows had accumulated glowing reviews from loyal suppliers that were willing to give statements on the value of these shows, but they were tucked away in a separate tab and not visible on the Home page. I moved this section to the front page in order to emphasize the interactive energy and long-term benefits that came with attending the expos. Creating a scrolling design allowed for easy readability and engagement that added to a welcoming, simple UI for a target audience from an older generation.
My main role as the Social Media Manager was to revamp GTTE’s online presence, with the specific goal of targeting a younger audience using Instagram, Facebook, and Linkedin. I accomplished this by deciding on a set of fonts, colours, and a clean style to adhere my designs to, as well as including real pictures from events to highlight the interactive environment. The Exhibitor Spotlight series was especially effective at displaying the long-term, in-person connections that agents can create with representatives.
The script for this animated advertisement was written through multiple drafts, debates over certain words, and with meticulous intention. Through extensive liaison with the video creators, I learned how to effectively communicate our brand to external collaborators for a successful final product.