The Challenge: Create desire for an untested type of resource book.

Atlas Obscura, now recognized and regarded as the definitive resource to the world’s hidden wonders, was launching their first book featuring over 700 of the strangest and most curious places in the world. The challenge was to raise awareness of this new, unknown brand and get the book into the hands of as many people as possible—all on a tight budget.

The Concept: “For the curious.”

Working with our marketing team, I helped lead the development of an integrated campaign to generate excitement and word of mouth around the book launch. The creative was meant to position the book as an identity signifier for those who revel in the unexpected, the hidden, and the mysterious. If you have this book on your shelf—and especially if you engage with the launch materials—then you must be curious, interesting, and knowledgeable about the many wonders of our world.

The Creative

  • Preorder Incentive: Enamel Logo Pin

  • Book Launch Party Invitation

  • Regional 24" x 18" Poster

  • Social Video

  • Branded Tote Bag

  • The Atlantic Print Ad

The Results

Atlas Obscura: An Explorer’s Guide to the World's Hidden Wonders sold over a million copies and helped catapult the brand into a global phenomenon. It remains a top-selling travel book since its launch.