NICOLE KOESTEL
Creative Director & Brand Guide
THE ASK
Create a more sophisticated approach to digital advertising by leveraging the dynamic capabilities of Flashtalking.
THE SOLUTION
Create a robust and versatile template system that would accommodate over 32 Holland America Lines itineraries, promotions, experiences, and changing rates. These would serve customized ads to a potential cruiser, tailored to the interests and prospective destinations.
My role was the lead creative for this first of its kind project for C+F. Working closely with our UX designer and digital strategist we dove into audience targeting and allowed our development process to continuously evolve as we gained a better understanding of the strengths and limitations of dynamic creative.
Design Process
We began by doing a competitive analysis, comparing and contrasting Holland America Line’s existing advertising with their major competitors. One thing that was clear was the level of inconsistency across HAL’s digital advertising – much of the content was made in a piecemeal fashion and aren’t mindful of digital best practices.
Old examples of past ads
Decision Tree & WIREFRAMES
Working with the media agency we created our targeting plan that helped inform the 3 types of templates needed: Prospecting, Retargeting, and Promotion Education.
Scroll through to see examples of the templates we created.
