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Black & Abroad
"The Black Elevation Map"
Performance Art
"The Black Elevation Map"
Performance Art
Black & Abroad is a niche-audience travel brand known for its international trips to Latin America, Europe and Africa. When the pandemic created global shifts in the travel industry, Black & Abroad saw an opportunity to both focus on domestic travel and provide uplifting ways for travelers to interact directly with America’s vast network of Black-owned businesses and cultural organizations.
Together with Performance Art, it created “The Black Elevation Map,” an uplifting domestic travel utility that visualizes Black cultural data as elevation. The Map is transparent and purposeful about its biased use of data, which includes Black population data, Black-owned businesses, cultural markers and social sources. The map sits on a historical continuum of Black-led design and “counter-mapping.” The campaign included the film “A Hymn Away,” which depicted the beauty of
Black life across various U.S. cities.
The campaign resulted in a 116% brand lift and 647% greater campaign awareness than the benchmark, 45.4 million impressions across paid and earned channels, a 302% increase in traffic to BlackAndAbroad.com, a 360% increase in unique visitors and a 971% increase in event sales and site merchandise.
Together with Performance Art, it created “The Black Elevation Map,” an uplifting domestic travel utility that visualizes Black cultural data as elevation. The Map is transparent and purposeful about its biased use of data, which includes Black population data, Black-owned businesses, cultural markers and social sources. The map sits on a historical continuum of Black-led design and “counter-mapping.” The campaign included the film “A Hymn Away,” which depicted the beauty of
Black life across various U.S. cities.
The campaign resulted in a 116% brand lift and 647% greater campaign awareness than the benchmark, 45.4 million impressions across paid and earned channels, a 302% increase in traffic to BlackAndAbroad.com, a 360% increase in unique visitors and a 971% increase in event sales and site merchandise.
Credits
Black & Abroad:Co-Founders: Eric Martin & Kent Johnson
Performance Art:
CCO: Ian Mackenzie
ACDs: Pedro Izzo, Benson Ngo
Copy: Hemal Dhanjee, Tobi Adebowale, Paula Purdon, Jasmine Mans,
Experience Delivery Lead: Nzegwhua Anderson
Sr Experience Designer: Joe Szabo
Experience Designer: Leon Mullings
Designer: Emily Plewes
ECD: Colin Craig
Producer: Sharon Nelson-Bailey
VP Strategy: Kirk Linkletter
Strategists: Leandra Legendre, Simran Kaur, Eli Ferrara, Cassandra Cervi
SVP Head of Strategy: Priyanka Goswami
Program Manager: Kaylen Dillon
Digital Producer: Darwin Garcia
SVP Managing Director: Jordan Dinning
Account Supervisor: Ricky Gunawan
Account Director: Jon Rae
VP Tech: Stuart Cheesmond
Technical Solutions Consultant: Suraj Patel
Group Director, Product Development: Arnaud Icard
Lead Dev: John Iacoviello
Dev: Cody Schreiber
Solutions Consultants: Kaivalya Kashyap
Analytics Manager: Anil Iqbal
Jr Analyst: Shaista Meghji
Analytics Analyst: Abdul Dau
Consultant: Gigi Basanta
CEO: Andrea Cook
COO: Elizabeth Sellors
Alfredo Films
Director: Kelly Fyffe-Marshall
DOP: Shivam Pandya
Producers: Alex Henry, Holly Rowden
Editor: Michael Ofori-Attah
Initiative Media:
CSO: Nish Shah
Strategy Director: Christian Kern
Director Comms Design: Lara Senbanjo
Reprise:
Sr Director, Head of Social & Strategy: Tyler Dmytrow
Associate Director, Strategy: Jessica Singh
Associate Performance Strategist: Jacob Ziegler
Mediabrands Content Studio:
President: Cynthia Steele
Creative Strategist: Alisha Dayaram
Kinesso:
SVP Global Client Solutions: Wendi Dunlap
Director, Audience Solutions: Mandy Wong
Manager, Audience Solutions: Rory Materson
VP Audience & Identity: Whitney Chamberlain
Sr Associate Marketing Data Operations: Bridgette O’Connor
VP Analytics: Yerddy Lanfranco
Matterkind:
Managing Director: Michelle Primrose
Sr Associate: Bree Monture
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