Summer is more than a season—it’s a mindset. And for travel brands, it’s the most crucial time to show up with creative that doesn’t just sell, but moves. Static, stale, or off-season visuals won’t cut it. If your social ads aren’t speaking to the summer traveler, you’re already behind. 

Here’s how to build high-performing, travel-focused creative that converts—without looking like everyone else in the feed. 

Anchor Your Creative in the Destination 

Your audience isn’t just buying a flight or booking a room. They’re buying a moment. Lead with images and video that evoke an experience:

• A slow morning on a balcony with coastal views 
• Golden-hour cocktails by the pool 
• Strolling through open-air markets or nature trails 

Insight: Creative that immerses the viewer in a specific place consistently outperforms generic summer content. Think less stock image, more editorial moment.

Video is no longer optional, especially in travel. But not just any video—travelers crave movement, context, and emotion.

Tell a Story—Not Just a Scene

Formats that drive performance include:

• POV walk-throughs of destinations 
• “24 Hours In…” Reels or TikToks 
• Drone footage with minimal text and calming music 
• Mini vlogs with captions for silent viewing 

Tip: Short, vertical, and designed for mobile first. No sound? No problem—subtitles are a must.

Prioritize Authentic, People-First Imagery

Slick and polished doesn’t mean effective. Travelers want to see real people enjoying real experiences. That’s why UGC and influencer-style content consistently outperforms studio shoots. 

What to showcase: 

• Friends laughing poolside 
• A solo traveler journaling on a scenic overlook 
• Family snapshots that feel spontaneous. 
• If you don’t have UGC, simulate it with models in natural light, unstaged moments, and minimal post-production. 

Sell the Feeling, Not the Features

Summer travel is deeply emotional—it’s about escape, indulgence, adventure. Your creative should channel that. 

Key emotional triggers: 

• Freedom (open roads, sandy feet, clear skies) 
• Connection (cheers at sunset, spontaneous dance moments) 
• Discovery (a hidden beach path, a surprise local dish) 

Headlines to test: 

• “Book the Trip You’ve Been Dreaming About”
• “Let Summer Find You”
• “Make Every Weekend Feel Like a Getaway”

Make Your CTA Part of the Journey

Travel CTAs shouldn’t feel transactional—they should feel like the next step in the experience.

High-performing CTAs:

• “Plan Your Summer Escape” 
• “Explore Seaside Villas” 
• “Start Your Itinerary” 

Design Note: Incorporate visual cues—map textures, boarding pass stamps, or location pins—to make the action feel travel-related and intuitive.

Build for Agility, Not Just Aesthetics

Seasonal timing matters. If you’re not adjusting creative based on booking behavior, inventory, and travel windows, you’re leaving revenue on the table. 

Strategic moves: 

• Launch region-specific creative based on flight/hotel search trends 
• Run creative A/B tests weekly—not quarterly 
• Rotate visuals by stage of travel funnel: inspiration, planning, booking 

Reminder: Data-driven creative beats “pretty” creative. Every time. 

Let’s Make Your Creative Worth the Click 

Whether you’re marketing a luxury resort, boutique hotel, or experience-driven destination, your summer social ads need to perform as beautifully as they look. 

We help travel brands turn scrolls into sales—with creative that’s built to move. 

Ready to make your summer campaigns wander-worthy? Let’s talk. 

The post Is Your Summer Creative Built to Travel?  appeared first on acronym.

It’s not just about doing something for Earth Day. It’s about doing it right. 

The risk? Greenwashing, or worse: coming off as opportunistic. When a campaign feels like self-promotion disguised as purpose, audiences tune out. Or call it out. Done well, Earth Day activations can become long-term signals of brand values — not just one-off content plays. 

Here’s what that takes: 

1. It has to be authentic to your brand, mission, and values. 

2. It has to deliver real, positive impact — not just perform optics. 

3. It has to create a meaningful bond with your audience, not just check a box. 

Below are three Earth Day initiatives that worked — and why. 

1. ASICS: Turning Movement into Action 

What they did: ASICS launched a tree-planting tracker tied to user activity on Strava, rewarding real-world movement with real-world environmental impact. 

Why it works: It aligns with ASICS’ core identity — physical movement — while giving users a clear, low-friction way to contribute. It’s also measurable, actionable, and inherently personal. 

Making it work for you: Consider how your product or platform already encourages individual action. Is there a way to turn that behavior into a measurable environmental impact? Start with what your audience is already doing — and build around it. 

2. Impossible Foods: A Creative Take on Behavior Change 

What they did: Impossible Foods and Deloitte Digital launched the “Mini Impact Kitchen,” a social campaign using miniature food content to promote plant-based eating as a simple, everyday environmental choice. 

Why it works: Impossible is a brand built around transforming the food system. This campaign brings that mission to life in a way that’s visually engaging and easy to grasp. It ties product to purpose through content that feels fresh, not forced. 

Making it work for you: Don’t try to say everything at once. Focus on one behavior or benefit that connects to your product — and find a format that matches your brand voice. If your audience responds to playful or experiential creative, lean into that. 

3. Kiehl’s: Art That Speaks for the Brand 

What they did: Kiehl’s installed an eco-activist art experience on the High Line in NYC — a bold visual statement tied to their Earth Day campaign. 

Why it works: Kiehl’s is rooted in physical retail and brand heritage. The High Line installation combined visual storytelling with public visibility, reinforcing their commitment to sustainability in a format that felt curated, not commercial. It was designed by eco-activist artist Zaria Forman and tied to a refillable packaging push — bringing product, purpose, and presence together. 

Making it work for you: Use your brand’s natural visual or physical strengths to activate. Whether it’s a physical retail space, a community presence, or even packaging — Earth Day doesn’t have to live online to land well. 

The takeaway 
If you’re going to make a sustainability play, make it true to your brand. Make it visible. And make sure the media strategy supports the message — not just amplifies it. 

That’s how you avoid greenwashing. And more importantly, that’s how you make the impact stick. 

Ready to make your next Earth Day campaign count? 
Whether you’re planning a one-day activation or building a long-term sustainability message, we can help make sure your media strategy supports your mission — and your audience sees the impact. 

Let’s talk about how to turn purpose into performance. 

The post Walk the Talk: 3 Earth Day Activations That Got It Right  appeared first on acronym.