Grey Goose
Background
As a Duty Free staple around the globe, Grey Goose saw an opportunity to create a truly unique travel experience for their customers. Customers frequently buy Grey Goose at their departure airport (or when they land), so they can enjoy it on their vacation. But the relationship ends there. What if there was a way to make that purchase more meaningful to their vacation? A way to make their vacation feel more chic and adventurous? Enter the Grey Goose City Guides.
My Role
As the creative lead, I served as both copywriter and lead, guiding a team of UX designers and visual designers. Initially, we received insider tips from local brand ambassadors, but the information was inconsistent and lacked a clear perspective. Stepping into the role of content strategist, I conducted a comprehensive content audit, defining content pillars, hierarchy, and priorities. I then filled in the content gaps and got to work bringing each city to life, turning tips from brand ambassadors into full itineraries designed to help travelers “Live Victoriously.”
City Guides
The Grey Goose City Collection, launched as part of the global 'Live Victoriously' campaign, was designed to empower customers to embrace life's luxuries and create unforgettable moments. Initially introduced through a Duty Free partnership, the collection featured limited-edition designs celebrating 13 iconic cities. We then introduced the idea of a City Guide microsite with local recommendations that would capitalize on the notion of empowerment found in the global campaign and make it actionable for travelers. The goal was to create a customer experience where Grey Goose was at the center, from take-off through landing.
CX - Online to offline
To ensure the success of the City Guides, we created a seamless experience that encouraged customers to go beyond purchasing a limited-edition bottle. Starting at Duty Free, we worked with product teams to ensure prominent signage highlighted the City Guides’ unique benefits, providing clear next steps for travelers.
Knowing that most travelers already have plans when they arrive, we treated the City Guides as a sort of digital concierge that could augment existing plans or detail a full itinerary to elevate your trip.
Microsite Implementation
Each City Guide offered local tips on where to eat, drink, and stay, along with hidden gems from in-the-know locals. The result was a travel companion that blended the best of Time Out and Lonely Planet, easily accessible from your phone at every step of the journey.
24 Hours Component
Collaborating with local brand ambassadors, we curated a series of 24-hour city guides that showcase off-the-beaten-path gems and invite travelers to explore like a local. Each itinerary was crafted to highlight the city’s hidden wonders, from secret cafes to vibrant neighborhoods. To make exploration effortless, each guide was paired with a custom Google map, complete with taxi, public transit, and walking directions—ensuring you can navigate your 24 hours with style and ease.
