Jump the Queue
Pet Paradise
Summertime is hot … for family vacations and pet boarding. As pet parents call to book their dogs and cats at Pet Paradise, the reservation specialists see a sizable uptick in call volume, resulting in long hold times for customers.
In an effort to encourage customers to use Pet Paradise’s mobile app or website to book their pets’ stay, a giveaway was created. Customers who chose to book through the app or the website to “jump the queue” (skip the wait) were entered for a chance to win a free week of boarding.
After presenting design concepts for consideration, the imagery of Pet Paradise’s canine guests jumping over the headline was chosen. With a vast catalog of imagery to choose from, I enjoyed finding just the right shots that cleared the “Jump the Queue” hurdle, painstakingly masking the dogs for use with the text and the gradient background. In addition to creating the graphics, I wrote the copy for all the pieces in the campaign.
Role
Art Director
Skills
layout, design, typography, photo editing, copywriting
Tools
InDesign, Photoshop
Website:
Homepage Slider + Landing Page
The “Jump the Queue” campaign was featured in the Pet Paradise homepage slider during the giveaway, directing visitors to a landing page highlighting the convenience and features of the app.
The campaign included an email to existing customers. It briefly explained how to enter, what they could win, and included links to quickly book on the app or online — automatically entering them in the giveaway.
Social Media
To build excitement and awareness, we naturally included several social media posts throughout the giveaway. Each featured a new pup “jumping the queue,” fresh copy, and maintained the established look and message for the campaign.
Magnet
As a cute promotional item, magnets were created with a QR code that when scanned would redirect to the device-specific store to download the Pet Paradise app. They were available at the check-out counter and customers were encouraged to take one to remind them of the promotion and make it easy to get the app.
