Campaign details
Brand: Black & AbroadBrand owner: Black & AbroadEntrant company: FCB/SIX, TorontoMedia: Initiative, TorontoPR: Glossy, TorontoMarket: United StatesSector: Travel agents, tour operatorsMedia channels: Content marketing, Online video, Programmatic display, Search marketing, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
How 2019's most provocative travel campaign measurably changed the meaning and usage of an anti-Black racial slur.
On 15 April 2019, the travel company Black & Abroad launched a provocative, but relentlessly positive, ad campaign. It turned the racial slur "Go...