Bank of America: The Joy Index

Jessica Perrin

Financial services company Bank of America launched content on the most joyful destinations around the world to increase consideration of its Travel Rewards card in the US.

Campaign details

Brand: Bank of AmericaBrand owner: Bank of AmericaLead agency: GroupeConnect, StarcomContributing agencies: 23Stories, Condé NastCountry: United StatesIndustries: Credit cards & loansMedia channels: Content marketing, Online video, Programmatic display, Public relations, Social media, Websites & micrositesBudget: 1 - 3 million

Executive summary

A conundrum affects modern travel: we travel in search of happiness, but we are often left anxious and stressed from all the planning. Bank of America wanted to change that.

A unique idea:Bring the joy back to travel by identifying the...

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