Austin Cannon
Copywriter • Strategist • Creative
Creative/Strategy
Under the direction of Tom Love and John Youngren of Love Communications, I worked in a group of six students to develop a marketing campaign for Thanksgiving Point in Lehi, UT. Together we created a presentation highlighting opportunities to target Millennials.
I contributed and developed the overarching creative strategy, formulating the position, messaging, and campaign goals. I also wrote the entirety of the copy. The pieces of particular note are listed below. The entire presentation is too large to add in this context. Though I would be happy to share any details of my involvement.
For added context for these samples, the campaign focused on three messaging platforms:
1. Getaway: Large and diverse enough to fill an entire day with experiences and learning, Thanksgiving Point provides an excellent travel-free getaway.
2. Natural: Splendid scenes of nature and impressive settings allow for visitors to view the beauty of nature and explore natural history – no screens needed.
3. Social: Whether on a date, with friends or on a family excursion, Thanksgiving Point allows groups of any size, or age, to experience the many diverse activities available.
Web and Poster Advertisements
Poster/Magazine Ad
The aim of the copy in these ads is to suggest Thanksgiving Point is a place where one can put away the tech and experience nature and scenery.
The clouds in the Cloud logo and the dinosaur bones in the Wi-Fi logo are for simplicity in design.
Copy: Austin Cannon
Design: Danny Rasband
Copy: Austin Cannon
Design: Danny Rasband
Billboard and Banner Ads
The idea for these two billboard/banner ads were to highlight the social aspect of Thanksgiving Point— ideally for those who have young children, grandchildren, or nieces and nephews. The concept was to have the relation resemble a wheel where one could pick their relation—almost slot machine-esque.
Concept and Copy: Austin Cannon
Design and Execution: Danny Rasband
Web Banner Ads
The first two website banner ads are meant to play on the idea that one should see these scenes in person rather than on a screen, hence the filter. The second two focus on the client's social and exploration aspects.
Copy: Austin Cannon
Design: Kim Rodriguez, Danny Rasband
Magazine Ad
Targeted to a young mother, this ad aims to show that Thanksgiving Point caters to both the mother and her children.
Copy: Austin Cannon
Design: Kim Rodriguez
Radio Ads
We presented two radio scripts, one we produced. The first ad targets a stay-at-home mother and the second a working professional.
Scripts: Austin Cannon
Production: Danny Rasband
Read the script to both ads here.
Listen to the produced ad here.