For generations, the LGBTQIA+ community have been told to blend in when they travel.
We wanted to help change that.
We relaunched Orbitz with a message encouraging people to travel as their authentic selves, on their own terms, not the ones society created for them. We shared that same creative freedom with all of our collaborators. Directed by legendary photographer / director Cass Bird, we reimagined Lesley Gore’s 1963 classic "You Don’t Own Me” with acclaimed R&B singer/songwriter Serpentwithfeet.
Our commitment to the LGBTQIA+ community went beyond messaging. We helped implement products and tools on the site that allowed people to travel more safely and comfortably, like an LGBTQIA-welcoming filter, non-binary booking; and IGLTA safety scores when searching destinations. Within the first month of launch site visits increased 572%, organic social engagement went up +551% and conversation sentiment was 100% positive.
We didn't just ask the LGBTQIA+ community to travel as they are, we took action to help them actually do it.
Listen to the single on Spotify and Apple Music.
Chief Creative Officer: Jason Marks
Executive Creative Director: Danny Nunez
Copywriter: Sophie Rosenoer
Art Director: Hannah Campbell
Designer: Elizabeth Kenney
Director: Cass Bird
Editor: Will Town
Shorty Impact Awards Gold Honor
Shorty Impact Awards Silver Honor
Shorty Impact Awards Audience Honor
Campaign US Big Awards Travel Campaign Of The Year
