From racial slur to travel invitation

Creative strategy, Comms Planning

 
 
 

BLACK & ABROAD is a travel & lifestyle company redefining experiences for the modern Black traveler. Seeing a need to elevate the community through world exploration, they assist us by showing familiar faces in unfamiliar places and exposing the world to nuanced, diverse, narratives within the travel community.

Meaning, when you go to Paris with B&A, you don’t just tour the Eiffel Tower, you tour the vibrant Black-owned cultural hotspots that makes Paris what it truly is.

 

THE PROBLEM

Africa isn’t a place many people understand or want to travel to

75% of B&A’s 2019 itineraries are to African destinations

47% of millennials states they had little interest in travelling to Africa

THE INSIGHT

'Go Back to Africa' is racist, but if you can change the context, you can change the meaning.

 
 

Selected Press

 
 

Effie Awards – Positive Change: Social Good – Global Grand

Cannes Lions – Creative Data | Social Data & Insight – Grand Prix

Cannes Lions – Creative Data | Data-driven Targeting – Shortlist

Cannes Lions – Creative Data | Data-enhanced Creativity – Shortlist

Cannes Lions – Creative Data | Data Technology – Shortlist

Cannes Lions – Media | Social Behaviour & Cultural Insight – Silver

Cannes Lions – Media | Challenger Brand – Shortlist

Cannes Lions – Media | Data-Driven Targeting – Shortlist

Cannes Lions – Media | Travel – Shortlist

Cannes Lions – Mobile |Targeted Communication – Bronze

Cannes Lions – Social | Audience Targeting – Bronze

Cannes Lions – Creative Strategy | Travel – Shortlist

D&AD Impact – Equality and Diversity – White

Clio Awards – PR – Gold

Clio Awards – Direct – Silver

Clio Awards – Innovation – Bronze

Clio Awards – Integrated Campaign – Bronze

ANDY Awards – Idea – Gold

ANDY Awards – Bravery – Gold

ANDY Awards – Reset – Gold

ADC – Interactive – Best of Discipline

ADC – Interactive – Social Media/Twitter – Gold

ADC – Advertising – Direct / Digital – Campaign – Gold

ADC – Integrated – Digital – Silver

ADC – Integrated – Innovation – Bronze

London International Awards – Integrated – Gold

London International Awards – Travel – Gold

London International Awards – Influencer, Travel – Silver

London International Awards – Social Media – Silver

London International Awards – Banners – Bronze

London International Awards – Use of Data – Bronze

London International Awards – Tone of Voice – Bronze

Communication Arts – Integrated Campaign

Webby Awards – Advertising, Media & PR: Real-Time Response Campaign

Webby Awards – Advertising, Media & PR: Social Media Campaign

Webby Awards – Advertising, Media & PR: Tourism & Leisure

Cresta Awards – Jury Chair Award

Cresta Awards – Digital, Travel – Silver

Epica Awards – Online Ads – Gold

Epica Awards – Integrated Campaign – Gold

Epica Awards – Travel – Bronze

Adweek ARC Awards – Best Use of Data/Insight-Driven Storytelling

Adweek ARC Award – Best Use of Social

Strategy Awards – Grand Prix

Strategy Awards – Data/Tech – Gold

Strategy Awards – Niche – Gold

Strategy Awards – Game Changer – Gold

Campaign U.S. Inclusion & Creative Awards – Top 20

Applied Arts – Entire Advertising Campaign – Campaign

Applied Arts – Online Banner Ad – Series

Applied Arts – Social – Series

Applied Arts – Website/Microsite – Single

Applied Arts – Entire Online Campaign – Campaign

ADCC – Media Innovation – Silver

Contagious – 25 Most Contagious Campaigns of 2019

Immortal Awards – Commendation

Echo Awards – Best Use of Creative Storytelling – Gold

Echo Awards – Travel – Gold

Echo Awards – Best Data-Inspired Insight – Silver

Echo Awards – Best Use of Emerging Technologies – Silver

Echo Awards – Best use of Social Media – Silver

ATMoiC Awards – Grand Prix

AToMiC Awards – Idea – Gold

AToMiC Awards – Social – Gold

AToMiC Awards – Niche Targeting – Gold

AToMiC Awards – Diversity – Gold

AToMiC Awards – AI – Silver

AToMiC Awards – Cause & Action – Silver

AToMiC Awards – Tech Breakthrough – Silver

AToMiC Awards – Best Digital Engagement – Bronze

CMA – Best of the Best

CMA – Brand Building – Gold

CMA – Business Impact – Gold

CMA – Innovative Media – Gold

CMA – Martech – Gold

CMA – Environics Analytics Data Marketing Award – Gold

Shopper Innovation Awards – Insights – Bronze

Shopper Innovation Awards – Targeting – Bronze

Shopper Innovation Awards – Idea – Bronze

Media Innovation Awards – Best In Show

Media Innovation Awards – Best in Travel & Tourism – Gold

Media Innovation Awards – Best data-driven marketing – Gold

Media Innovation Awards – Best in Social Media – Gold

Media Innovation Awards – Best in Niche Targeting – Gold

Media Innovation Awards – Best use of Technology – Silver

Media Innovation Awards – Best disruption – Silver

Media Innovation Awards – Best new insight – Silver

Media Innovation Awards – Best in mobile – Bronze

ANA Multicultural Excellence Awards – Digital – Grand Prix

Agency of the Year Awards – Digital Campaign of the Year

One Show – Creative Effectiveness – Gold

WARC – Effectiveness – Silver

Accolades