A+R Studio · Est. 2025 · Los AngelesRebuilding marketing, one client at a time.
Before any media could be bought, the brand had to be coherent enough that an audience could recognize it. The available assets were beautiful but visually disjointed — rich content produced by the artisans themselves, with no unified aesthetic. We built a visual and copy system around a single campaign idea — Make Yourself Here — that held imagery from Sevillian markets, Amsterdam studios, and Copenhagen workshops together without flattening them into false uniformity. The mechanic that did the work: a swappable Spanish noun by city and craft. Marroquería y recuerdos in one frame. Cerámica y recuerdos in the next.
The premise of Concentric Travel was clear from the beginning: artisan experiences with local makers for travelers looking beyond the tourist traps and audio guides. But despite the enthusiastic response to the concept and the creative, there was a problem.
Even lower-cost workshops cannot, by nature, be an impulse buy for an international traveler. Very few will see an ad for a ceramics class and book a six-day trip to Switzerland as a result. The decision cycle is long, and a modest media budget simply couldn't sustain the retargeting window required to close it.
For Phase 02 we removed as many variables as possible to test one central thesis: does the appetite for these experiences exist at the right price point, and can the site experience get people over the finish line?
We refined the on-site booking process and removed the biggest obstacle to conversion by targeting people already living in the cities where Concentric operates.
If this proof of concept holds, the next step is to expand the ad footprint to more cities, and then slowly begin email and retargeting efforts meant to encourage international bookings.
“Working with the team at A+R has been a really positive experience. They took the time to understand both the business and the nuance behind what I’m building, which isn’t always easy to explain, and helped me look at it from a completely different angle. It’s opened up a much clearer path forward for how I’m thinking about the business.”
