‘Taking a digital road trip’
Branded Content Travel Case Study
How we helped a popular travel publication concept a digital series.
THE CONTEXT
Travel + Leisure is known for inspiring wanderlust, but in the age of social media, traditional travel content needed a fresh approach. Audiences craved engaging, digestible, and entertaining experiences— without the logistical hurdles of actual travel. The challenge was creating a series that maintained the brand’s credibility while adapting to a modern, humor-driven format. How could we capture the magic of a cross-country road trip in a way that felt accessible, fun, and perfectly suited for the digital era?
THE WORK
We worked with T+L creatives to develop “From Coast to Couch”, a digital series that delivered the thrill of a cross-country adventure—minus the hassle, high gas prices, and questionable roadside motels. Designed to engage audiences of all ages, the series blended humor with immersive storytelling, making travel feel more relatable and entertaining. We concepted the idea, pitched it to Travel + Leisure, and provided a comprehensive content strategy, including episode breakdowns, themes, and a creative framework that balanced T+L’s signature sophistication with an easygoing, social-first tone.
WHAT WE DID:
Series ideation and concepting
Pitching and presentation
Series messaging and positioning
Episode breakdowns and outlines
THE OUTCOME
The series brought a fresh energy to Travel + Leisure’s digital content, making exploration feel more accessible than ever. By embracing humor and social-friendly storytelling, “From Coast to Couch” engaged audiences in a new way, sparking conversations and reinforcing T+L’s ability to evolve with changing media landscapes. The concept successfully expanded the brand’s reach, proving that travel content doesn’t always require a passport — or even leaving the house—to inspire discovery.
THE TAKEAWAY
Travel content doesn’t have to be aspirational to be engaging. It can be fun, relatable, and effortlessly entertaining. By reimagining the classic road trip for the digital age, we created a concept that resonated with modern audiences while staying true to Travel + Leisure’s core mission: making the world feel a little more within reach. “From Coast to Couch” showed that when brands embrace new formats with fresh perspectives, they can capture attention, spark curiosity, and redefine the way people experience travel.
