Capital One Travel | Vacation Rentals
Campaign concept · Messaging system · Email · Digital
Find your home away from home
Capital One Travel expanded its Premier and Lifestyle Collections with curated vacation rentals, giving cardholders a new way to stay—and a new way to use their travel benefits.
The launch campaign had to speak to two distinct cardholder audiences, balance a dense mix of benefits and booking details, and still feel inspiring enough to sell the experience. As sole copywriter, I partnered with an art director to develop the campaign concept and messaging across email, digital and in-product placements.
ROLE: Sole copywriter | CLIENT: Capital One Travel | ASK: Introduce Capital One Travel vacation rentals | WORK: Campaign concept & messaging
Vacation rental launch campaign
Subject line exploration
The way in was choice. Vacation rentals offered cardholders more ways to travel, from elevated stays to places that felt a little more like home. I explored three messaging territories around this idea: leading with what's new, emphasizing expanded options, and tapping into the emotional familiarity of a home away from home.
NEWNESS
New! Elevated vacation rentals through Capital One Travel
Earn 5X miles and enjoy premium benefits at vacation rentals.
MORE OPTIONS
Vacation rentals: more ways to travel with Capital One
Earn 5X miles and enjoy premium benefits when you book through Capital One Travel.
HOME AWAY FROM HOME
Find your home away from home through Capital One Travel
Earn 5X miles and enjoy premium benefits at vacation rentals.
Across the Capital One Travel experience
Turning a complex ask into a clear campaign
Two audiences. A lot of product info. Three distinct messaging territories.
The final campaign brought all of this together in a flexible system, introducing vacation rentals, communicating the benefits, and adapting across the
Capital One Travel ecosystem.