Travel brand · 2024

Fly the Earth

A travel brand that knows where it stands.

Fly the Earth needed sharper market and competitor research before another content push. I clarified where the brand sits, who it needs to win, and the messaging that carries a campaign series, so the next videos pull people through one story instead of scattering them.

Work with me

Paraglider wing and pilot against a blue sky with orange smoke

Campaign brief

Research and go-to-market goals.

Market research

We tore down five to eight travel and lifestyle competitors, mapped category language and interviewed buyers on what “travel brand” actually means when they book or buy. The audit showed Fly the Earth was competing on mood while stronger neighbours owned a clear job: planning, packing or the feeling of arrival. Positioning had to get specific before cameras rolled.

Go-to-market goals

Define who the brand is for and who it is not
Write a positioning line and messaging pillars buyers can repeat
Build a 60-day organic go-to-market plan the content series can carry
Brief 10 campaign videos that match the research, not a random moodboard

Results

What the campaign achieved.

Sharp market and competitor research clarified where the brand stands and who it needs to win. The team left with a positioning system, a runnable GTM sequence and a content brief that finally matched the product story.