Wonder From Home Celebrating the world’s most curious and wonderous places during a global pandemic.
Client: Atlas Obscura
Role: Copywriter
Year: 2020
Atlas Obscura raised a round of Series B funding led by Airbnb to grow its bookable trips and experiences business. Three months after I joined the Webby Award-winning audience development and marketing team as its in-house copywriter, the world went into lockdown. I created Wonder From Home, a campaign that allowed us to pivot and engage people at home until it was safe to travel again.
Make It Matter
Part of the Wonder From Home campaign, I worked with Atlas Obscura’s in-house production studio to compile archival video to create Make It Matter, an emotional call to action to book 2021 trips following the cancellation of the 2020 lineup.
Love Letters
Another extension of the Wonder From Home campaign, I interviewed trip leaders around the world to create ‘Love Letters’ to their city. I started with Italy, a destination hit hardest by the pandemic.
If you’re unsure what your audience wants, ask them. During the coronavirus crisis, Papa has been conducting weekly polls of Atlas Obscura’s followers to ask them which destination they should focus on. He then curates the company’s new “WFH” (Wonder from Home) virtual content to reflect this.
— Contently, “No More Hidden Gems: How to Hook Consumers and Avoid Travel Content Clichés”
Nick dives into how Atlas Obscura is playing the long game, how to succeed at travel during a pandemic, and where both strategies connect to social media and newsletters.
— Revision, “Nick Papa: I want content to be interesting, whether or not it leads to bookings”