Brand:
Hurb
Project type:
Black Friday campaign
Role:
Marketing design · Campaign rollout · Asset production
Scope:
Paid · Social · CRM · Digital marketing
Year:
2020
THE PROJECT
A Black Friday travel campaign created during the pandemic, when people were not really traveling, but were still dreaming about where they would go next.
Black Viagem helped Hurb turn future travel desire into a high-performing commercial campaign.
INTRO
Black Viagem happened during the pandemic, which made it a very strange time to sell travel.
People wanted to travel again, but nobody had a clear answer on when that would feel normal. The campaign had to sell future trips without pretending the context was simple.
It was also a huge production challenge. Hurb had 200+ destinations to promote, each with different prices and offer batches: first batch, second batch, third batch, and a final urgency batch. Multiply that across formats and channels, and suddenly Black Friday becomes less of a campaign and more of a small weather system.
So the work had two jobs: make travel feel desirable again, and make the asset machine manageable.
VARIATION OFTHE CAMPAIGN MAIN KV WITH FIRE ELEMENTS TO EXPRESS URGENCY
WHAT I MADE
I worked on the campaign visual direction and built a production system that could support hundreds of destination assets with changing prices, batches, and urgency messages.
Each destination needed multiple versions depending on the offer stage. The badges changed by batch, the prices changed by destination, and the final urgency push needed to feel different from the standard sale assets.
To make that manageable, I created a system where prices could be updated through a spreadsheet and automatically reflected across the design assets. That meant the campaign and performance teams could update offer information without needing a designer to manually open and edit every single asset.
CREATIVE DIRECTION
We explored several directions before landing on the final system. The chosen route still felt like Black Friday (bold, high-contrast, promotional), but it did not rely on the usual “everything is black and sad now” approach.
The campaign used a dual-color structure, strong strokes, destination imagery, and different color worlds for travel categories like city, nature, and beach. That gave the campaign more personality while keeping it clear and commercial. It felt like Hurb, but with its own Black Friday skin.
WHY THE SYSTEM MATTERED
This campaign had too many moving pieces to rely on manual production.
There were 200+ destinations, multiple offer batches, changing prices, different categories, and channel-specific formats. Without a system, every update would have become a design bottleneck.
The spreadsheet-connected workflow made the campaign easier to manage and gave non-design teams more control over live offer updates. It also reduced the risk of mistakes. When prices are changing across hundreds of assets, “just edit it manually” is how everyone gets desperate and burn out.
THE ROLLOUT
The campaign rolled out across Hurb’s digital marketing channels, including paid, social, CRM, and promotional assets.
Each format had a job to do: show the offer clearly, make the destination desirable, and keep the Black Friday urgency visible without letting the layouts turn into visual shouting.
The final rollout covered multiple travel categories, destinations, prices, and asset sizes — supporting a campaign that needed to perform at scale.
PAID ADS WITH AUDIENCE SEGMENTATION AND MULTIPLE VARIANTS
THE IMPACT
+86.9% YoY sales growth
Compared to the previous year.
+168% growth vs. 2019
A strong commercial result during an unstable travel period.
130K+ packages sold
Across the Black Friday campaign period.
400+ assets created
Supporting destinations, offers, pricing variations, channels, and formats.
High-volume production supported
The campaign system helped the team move quickly across a large number of promotional needs while keeping the visual direction consistent.
