Vermont Tourism & Cabot Cheese Interactive Article
Fall 2017
This project involves responsive web design of sponsored content clients for the Boston Globe’s advertising department, and represents a high level of collaboration in a very fast-paced, agency-like environment.
Access the live article page here.
1. Problem
Cabot Cheese and Vermont Tourism needed to attract potential customers and tourists to the state of Vermont for the fall 2017 leaf-peeping season through an editorial source that New England readers already trusted.
2. Goals
Highlight three areas of interest and fall-centric activities such as leaf peeping and cheese pairing in Vermont and with Cabot products
Vermont and Cabot require equitable representation as they both contributed to the campaign budget
The writing and design should reflect the amazing sensory experiences of Fall in New England
3. Design
We started with the organization and hierarchy of content. A copywriter produced a longform editorial piece as the initial content structure. In collaboration with the writer and art director, we visualized the content into chunks, resulting in wireframes for desktop and mobile screens. Given the length of the piece, we agreed a functional quick navigation would user wayfinding to each of the three areas of interest.
For visual design, I maximized the use of Vermont and Cabot’s photography, an autumnal color system, and UI elements in alignment with our clients’ rustic brand feel.
4. Results
Within the 6 month measurement period, the article received thousands of visits, an average four minutes spent browsing, and was considered for the Native Advertising Awards in 2017. Cabot and Vermont Tourism returned for repeat business with the Boston Globe’s sponsored content team, Studio/B.
“Wow, not just great looking, great feel but incredibly rich, deep…”
Comments from John Henry, owner of the Boston Globe included “Wow, not just great looking, great feel but incredibly rich, deep…”. Described as “our best sponsored content to date” by Director of Strategic Growth Initiatives, Doug Most. Lastly, the piece used in future sales decks as a product showcase for sponsored content.
Access the live web page here.
