GREEKS GO GLOBAL
OOH + Digital Campaign

Art Direction, Design

Copy: Emma Lifvergren

EF Ultimate Break is the premier travel experience for 18–35-year-olds seeking curated, community-driven adventures abroad. Greeks Go Global, a program within EF Ultimate Break, empowers participants to serve as Greek Life Coordinators—earning a free trip by recruiting friends to join them on an unforgettable international experience.

In summer 2023, the Market Development team partnered with Creative to address a key growth opportunity: increasing recruitment of both new and returning travelers into the Greek Life Coordinator roles.

Collaborating closely with the VP of Market Development, the VP of Marketing, a copywriter, and our external partner OnCampus Advertising, I led the development of a comprehensive visual system aligned to the campaign’s core messaging. The system was designed to resonate with campus audiences while reinforcing brand consistency across channels.

I executed a full suite of campaign assets, including digital display ads, paid and organic social media creative, and an extensive out-of-home presence across 30+ college campuses nationwide. OOH placements included flyers, bus cards, transit exteriors, full bus wraps, billboards, bus shelters, and campus kiosks, ensuring high-frequency visibility in student-heavy environments.

Success Metric:
The campaign contributed to a 27% increase in Greek Life Coordinator applications year-over-year, with OOH placements driving measurable lift in branded search traffic and campus-specific landing page conversions during peak recruitment months.