(A) The Client & Challenge: The Capital Trail, a significant multi-city recreational path, aimed to substantially increase its visibility and usage, with a key objective of attracting the Gen Z demographic. Their current outreach and social media presence required a strategic overhaul to resonate authentically with this younger audience.

(B) My Role & Comprehensive Contributions: As a proactive member of our student agency, I played a multifaceted role in developing a winning strategy:

• Gen Z Research & Insight Leadership: Drove in-depth research and conducted interviews to build a strong understanding of Gen Z. This uncovered critical insights about their feelings of burnout, their desire for "third spaces," the appeal of accessible "daycations," and their expectation of authentic, non-performative brand communication.

• Multi-Platform Concept Development:

• Co-developed the core "Touch Grass" campaign concept, strategically reframing the trail’s entire value proposition for Gen Z.

• Conceptualized and designed additional engaging elements, including a user experience (UX) concept for a potential Capital Trail companion app and the design for a promotional zine.

• Ideated "Relaxation Zones" as tangible, value-added features along the trail.

• Creative & Communication Overhaul:

• Designed visually compelling social media ad concepts tailored to Gen Z’s aesthetic.

• Collaborated closely with a copywriting peer to completely overhaul the social media copy. Together, we developed a new, direct, playful, yet caring tone and attitude for the Capital Trail, ensuring it would genuinely appeal to Gen Z.

(C) The Solution: The "Touch Grass" Ecosystem Our comprehensive "Touch Grass" campaign positioned the Capital Trail as an essential and accessible escape from daily pressures. The strategy went beyond traditional advertising, proposing an ecosystem of engagement:

• Authentic Voice & Messaging: A social media presence that spoke directly to Gen Z's experiences, acknowledging burnout and promoting the trail as a free "daycation" for exercise, exploration, social connection, or quiet reflection.

• Visually Driven Content: Eye-catching ad designs and a refreshed aesthetic for all communications, designed to capture youthful attention and convey the trail's re-energizing benefits.

• Enhanced Trail Experience: The "Relaxation Zones" concept offered dedicated, curated spaces for low-pressure activities, while the app UX and zine concepts provided further avenues for information, engagement, and community building.

(D) The Outcome & Client Endorsement: The Capital Trail team loved our campaign and multifaceted approach. Our insightful reframing of the trail, bolstered by strong conceptual direction, innovative ideas like the app UX and zine, and a completely revitalized communication strategy, won over the client in our agency competition. The project successfully demonstrated a clear and exciting path for the Capital Trail to authentically connect with Gen Z and significantly boost its engagement and relevance.