GLOBAL + OMNICULTURAL + MULTILINGUAL
Multinational https://joaquinlira.me/, record engagement and reaching beyond client goals. From reconnecting post-covid, designing online digital experiences, building and maintaining international sites to generating first of a kind apps.
Multinational https://joaquinlira.me/, record engagement and reaching beyond client goals. From reconnecting post-covid, designing online digital experiences, building and maintaining international sites to generating first of a kind apps.
ROLE
CREATIVE
LEADERSHIP FOR
GLOBAL BRANDS
LEADERSHIP FOR
GLOBAL BRANDS
As a Creative Lead at agencies breaking new creative ground, I assembled media-agnostic cross-functional teams that allowed us to tackle challenges from a digital-first approach, enabling us to create emotionally resonant, useful, effective and omnicultural campaigns with measurable results.
HOTELS
ADAPTING TO
NEW SEARCH
BEHAVIORS
NEW SEARCH
BEHAVIORS
Before LLM models emerged, my teams were already harnessing AI to make key travel information available when and how users needed it.
Continuously evolving with user needs, my teams created and built rich content experiences, voice platforms and digital concierges.
Continuously evolving with user needs, my teams created and built rich content experiences, voice platforms and digital concierges.
AIRLINES
INNOVATION AT
EVERY STEP
From TV campaigns and outdoor to OLV, a social media soap opera and even a PSA at 30,000 feet; we did it all. I have always encouraged my teams to use every tool in the arsenal.
Now every industry has its challenges, but airlines are like the canary in the coal mine. One memorable success I can share: when Covid hit, we had the challenge of keeping an airline top of mind when there was no travel. We not only did so, but then helped pull it out of the brink of destruction, while adapting to brand new mindsets and ever changing traveler needs.
And well, we made it happen.
DESTINATIONS
BREAKING
REVENUE
GOALS
The challenge is to always increase visitations and maintain a destination top of mind while driving demand. I have done this through engagement, generating unique, locally sourced travel content and lots of creativity.
This led for destinations to obtain lower CPC rates, organic conversation growth and in the case of Visit Florida:
• 200% OTA revenue growth
• 4.6 billion impressions
• 11% incremental visits.
THE TRAVELER'S JOURNEY
By understanding the traveler's journey from inspiration through advocacy and recognizing the need to leverage diverse media touchpoints, I inspired my team to constantly develop new skills—from editorial and documentary production to personalized CRM and AI experiences.
This enabled us to orchestrate comprehensive content creation across print ads, broadcast, OLV, websites, social, articles and blogs, to inspire through unique insider travel perspectives. By generating conversations with travelers, we created a two-way conversation that became the inspiration for flight bookings, destination visits, select hotel stays, guided or independent exploration and sharing. We became their travel companion throughout the full journey.
This enabled us to orchestrate comprehensive content creation across print ads, broadcast, OLV, websites, social, articles and blogs, to inspire through unique insider travel perspectives. By generating conversations with travelers, we created a two-way conversation that became the inspiration for flight bookings, destination visits, select hotel stays, guided or independent exploration and sharing. We became their travel companion throughout the full journey.
