Goodwings — GBTA 2024 Campaign
A campaign for Goodwings built around one line: Everything You Need In One Package. Landing page, paid ads, email, booth, merchandise, and partner assets, all built from the same visual system.
The brief
Goodwings is a B2B travel management platform for booking, policy, and sustainability reporting. GBTA 2024 was their biggest trade show of the year and the first time they exhibited at this scale.
The goal was two things at once: build brand presence and capture qualified leads through an exclusive offer. The audience was corporate travel managers, procurement leads, ESG managers, and C-suite buyers.
I was sole designer working with the Marketing, Event, Content, and Growth teams, and a media partner who covered the launch.
The concept
Most companies in this category look the same. Corporate, cluttered, feature-heavy. I wanted Goodwings to feel different. Confident, simple, more human.
I explored two directions before landing on this one. The chosen direction was typography-driven, paired with authentic human imagery. The campaign line described exactly what the product does, so the campaign and the product said the same thing.
The typographic treatment was built specifically for this campaign. Documented, but kept out of the core design system so it stays a campaign expression, not a permanent brand rule.
The landing page
The landing page was the conversion endpoint for the whole campaign. Every touchpoint led back to it. Booth QR codes, paid ads, the post-event email. I designed and built it in HubSpot, mobile in parallel from the start.
The campaign line works as a typographic anchor, paired with AI-generated imagery prompted to feel like a real travel moment, not stock. One CTA, offer stated explicitly. The page works for both event visitors arriving via QR and paid traffic from LinkedIn ads. Modular components carry benefit-led headlines and reusable visuals that also appear across the wider Goodwings marketing site. A seatbelt unfastening over a sky closes the page, the same motif also used in ads, email, and the booth.
The system
The campaign was built on top of the existing Goodwings brand system, with new components designed to be reusable across formats.
Sixteen variations of LinkedIn and display ads, a post-event nurture email, the landing page, the booth, the promo box and brochure, and a set of assets for a media partner who covered the launch. All built from the same components, nothing rebuilt from scratch.
The kit
The booth, brochure, and promo box extended the same system into the physical world. Same campaign line, same imagery direction, same components, different format.
The promo box was given to qualified leads at the booth. Inside was a set of branded merchandise, a Memobottle, B Corp-certified treats, and luggage stickers designed to live on real suitcases after the event. The foldable brochure carried the new client offer and a short product overview. The kit became a conversation starter the sales team kept using in follow-ups weeks after the event.
The impact
The landing page brought in qualified leads through the exclusive offer, feeding directly into the sales pipeline. The campaign kept running after the event through paid channels and a follow-up email to the attendee list. The components and visuals built for the campaign scaled across every format without rebuilding.