BONEYARD BUCKET LIST

Time length:

22 weeks

Tools:

Figma, Photoshop, Illustrator

Roles/Skills:

Solo project - Design Layout, Time Management, Production, Art Direction, Marketing, Branding

OVERVIEW

The goal of this marketing campaign was to encourage the public to explore locations through an engaging, uncommon tourist experience. Cemeteries are often overlooked as tourism destinations. However, from a different perspective, they are a beautiful part of our culture and provide a unique way to learn more about a beloved city. Cemeteries contain an abundance of rich history, beautiful art, and peaceful landscapes. By showcasing these cemeteries in a different light, tourists can learn about these historical landmarks and visit them (respectfully).

PROCESS

I researched guerrilla marketing trends, non-traditional advertising, and travel industry campaigns to create a marketing plan that would promote the top 18 cemeteries around the USA. Through research, I learned that scavenger hunts are great for activating consumers' attention for an extended period. In addition, interactive marketing is popular to engage users. I incorporated these discoveries into the marketing plan by creating a scavenger hunt with clues leading to the cemeteries on the top 18 list and a mobile “cemetery passport” app (that would be called the Boneyard Bucket List) for users to check off the cemeteries on the list as they visit them.

PROCESS CONTINUED

To create buzz and interest for the Boneyard Bucket List, there would be fake tombstones in touristy parts of the cemetery’s city during the launch of the campaign. These tombstones would have a QR code on them that will lead the user to the website. During the rest of the year, a time-lapse video of the cemetery and QR code will be projected on a building wall in the cemetery’s town or city. The video would change based on the season. After the user visits the website, the user would see clues that would lead them on a scavenger hunt to the cemetery.

Once they find the answer to the clue in the cemetery, they would take a picture of the answer and load it to their mobile passport, which would generate an etching of the picture. To encourage users to visit all the cemeteries on the list, the goal of the Boneyard Bucket List is to get an etching stamp for each of the cemeteries on the list in the mobile cemetery passport, like a bucket list. To add to the fun, there would be merchandise like posters, postcards, and candles available for the consumer to purchase.

PROCESS CONTINUED

The posters would be used as the main images for each cemetery in the mobile passport and as souvenirs for purchase or promotional material. To create each poster, I researched the cemetery, brainstormed a layout that would incorporate a unique detail about the cemetery, and then created the actual poster. For the design, I was inspired by vintage travel posters. These are popular amongst travelers since they evoke nostalgia towards the destination, so I thought they would be useful to encourage people to explore cemeteries.

I developed a system for the layout and design for each poster. This system included a frame, text box with set typeface for the location, and a cartoon effect in Photoshop. This simplified the process and created a cohesive style, though each poster showcased the cemetery's unique personality through the imagery, colors, and headline typeface.

Click to view Mobile Passport App flow. 

FINAL THOUGHTS

The marketing campaign is successful because it offers intrigue, entertainment, and education through a niche tourist activity. Initially, the guerrilla marketing around the city intrigues the target audience. The scavenger hunt gamification in the cemetery offers a source of entertainment. And the Mobile Passport App provides education and information about each cemetery. The posters show a beautiful and unique side of each cemetery, which can help change the public’s perspective about the destinations. Since the Boneyard Bucket List includes a checklist, it gives the target audience a reason to continue exploring cemeteries.