Emergent BioSolutions:
destination health
Travel health marketing that traded fear for savvy — turning an unbranded platform into a documented driver of vaccine consideration.
company
Emergent BioSolutions
role
Creative director · Designer
deliverables
Social contest campaign · Brand identity & style guide · TravelHealthConnect.com redesign · Social, email & SMS creative · Newsletter · Branded mini-site & brochures
agency
Eveo (Capgemini Invent)
outcome
ROI success at each design phase led to an expanding relationship and project
Challenge: create community and drive vaccine sales with an unbranded site
Emergent BioSolutions needed its unbranded travel health platform, TravelHealthConnect.com, to do real commercial work: build an audience of international travelers, earn their trust, and create a credible pathway from awareness to the company’s branded travel vaccines. The obstacle was the category itself — travel health marketing defaults to disease fear, which travelers tune out, and consumers are skeptical of pharma companies bearing warnings. The campaign had to start a health conversation with people who wake up excited about their destination, not worried about typhoid.
Solution concept
The key decision was to celebrate rather than warn. Instead of positioning vaccines as protection from danger, we positioned travel health as a mark of the savvy, experienced traveler — smart habits worth showing off. That insight became “Destination Healthy,” a Facebook and Instagram contest inviting travelers to submit their best travel health tips for a chance to win a six-night trip overseas, supported by weekly email and SMS touches, community voting, and paid social targeting travel enthusiasts.
Strategy: structure the engagement in phases
Our client was under performance and budget pressure from her management team. To support her, we collected data and created ROI decks for each phase of the process. Using these metrics enabled her to ask for additional funds for additional phases with confidence and built trust between us.
PHASE 1
Build traffic and community
Created a “Share your favorite travel health tip” contest to build awareness of the site and create a community of followers
Designed contest concept, platform, email and social media campaign
PHASE 2
Rebrand the platform and content to keep the new audience
Created the brand identity, design system, style guide
PHASE 3
Shorten the path to EBS travel vaccine consideration
Designed branded vaccine pages and re-designed the site’s UX so that users could go directly to them like a mini-site
Integrated live CDC and WHO outbreak feeds, which made the platform a more useful resource than just a brochure
Work
Campaign visual system
Identity system balancing destination excitement with clinical credibility.
TYPOGRAPHY
PHOTOGRAPHY
Vibe
Bring back souvenirs, not typhoid fever
Humor as an entry point to health education
Phase 1: Building community
CONTEST
NEW PAGES FOR SITE AND PAID DIGITAL ADS
CHALLENGE
Mid-engagement, the project’s continuation became at risk. I stepped in to lead the client relationship directly — rebuilding trust through open communication and a strategic presentation pairing creative progress with projected ROI, which secured continued investment and an expanded scope.
Phase 2: Rebranded site
Before
After
SOCIAL POSTS
Game formats drove sharing and repeat engagement
TRAVEL HEALTH GUIDE
A guide with travel health tips that could be viewed online or downloaded as a PDF
ADS AND EMAIL CAMPAIGNS
Emails drove traffic to site and provided helpful travel content
Phase 3: Pathway from unbranded community to branded vaccine consideration
BRANDED MINI SITES
BRANDED BROCHURES
NEWSLETTER
Outcome
Travelers don’t wake up thinking about typhoid vaccines — they wake up excited about their destination. Meeting that mindset, rather than correcting it, is what created a natural entry point to the health conversation, and it’s the same principle I bring to every regulated-category campaign: the audience’s frame first, the product’s message second.
$2M+
SCOPE EXPANSION EARNED
THROUGH CLIENT RELATIONSHIP LEADERSHIP
4.6M
IMPRESSIONS DELIVERED
43%
INCREASE IN VACCINE SALES