Brought in to create content both visually and written, I focused on putting myself in the shoes of other travellers, emphasizing my experience and the beautiful area that is the central coast.

• Content Creation: Collaborating with AAA’s social media team, we decided an authentic, nostalgic approach would best resonate with their audience. To achieve this, I exclusively used my film camera and iPhone, capturing visuals that evoked a sense of personality and authenticity.

  The content highlighted where I ate, the sights I explored, and the unique experiences along the journey—aiming to spark excitement and inspire travel. These visuals became the centerpiece of a two-month advertising campaign, which led to a 28% increase in website traffic.

• Writing: Requiring the essay to be under 800 words, so I focused my efforts on blending vivid descriptions of California’s central coast with personal reflections—creating an immersive travel narrative. I highlighted local spots and cultural nuances to give readers a sense of my own deep connection to the area (looking to relate). By balancing the action of surfing with quieter moments, like exploring small towns, I attempted to keep the narrative engaging while showcasing the beauty and charm of the region.

• Advertising: After publishing the essay and content on AAA’s website, we shifted our focus to paid advertising. I assisted in expanding the campaign’s reach by targeting not only local residents but also out-of-state parents of college students in and around the Central Coast.

  This strategic shift proved successful, culminating in ads that garnered over 30,000+ impressions, significantly boosting the campaign’s visibility and impact.