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“Viator is the leading travel resource for more than 10,000 tours and activites around the world. The problem is, when most people think of tours and activities, they think...‘tourist,’” said DJ O'Neil, founder of Hub Strategy. “So we created a campaign to let people know that Viator helps you travel less like a tourist and more like an insider. Knowing the ads would be running in Condé Nast publications and National Geographic Traveler, we wanted to create a campaign that would stand out from the typical travel ads. Instead of smiling tourists and pristing beaches, we wrote fun headlines and laid them over wayfinding signage in locations all over the world. The result, we think, is a campaign that's not only eye-catching, but evokes the feelings and experiences we all have when we travel to far off lands.”

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