OBJECTIVE: Tripadvisor’s marketing team, aimed to improve our ED+I score year over year by making incremental changes that would better educate, measure, and enhance the global impact of our work in the travel industry. We researched and interviewed other companies to learn how they were incorporating inclusivity into their brands. As a contributor on the creative team, I focused on education and providing guidance on our existing tools as a key starting point for driving meaningful change.

CREATIVE STRATEGY: Our small team contributed by creating a Content and Creative Guide that covered:

1. ED+I core principles
2. Expanding the passionate traveler persona by removing demographics
3. Developing inclusive concepts
4. Inclusive contributors
5. Using intentional, inclusive language
6. Representing diversity through imagery
7. Training on how to use our existing tools with a inclusive lens