The mission


As a final project for Communications Planning, my group was tasked with creating and developing an engaging brand experience for Crayola, the worldwide leader in children’s expression products.

Traditional crafting has been on a steady decline over the past decade, in large part due to modern technology. While Crayola has made efforts to stay relevant through the creation of online drawing apps and the Crayola Experience (70,000 feet of attractions that bring the magic of Crayola to life), not every child and their family knows about it or has the ability or funds to experience it… So, we decided to bring it to the people!


Class:  Comms Planning
Skills:  Brand strategy, Experience design
Year:    2019
Teammates:  Robert Blanton, Zavi Harman


Target Audience:

Children 3 – 12 years of age and their parents.

Objective:

Refresh the Crayola brand by making the Crayola Experience a mobile, nationwide attraction.

Strategy:

Inspire the creative originality in every child.

The idea


Color Across America: a two-month long, interactive, nationwide tour with the goal to inspire creativity in America’s youth.

The Crayola CAA Tour features a comic-type story that kids can follow along with while the original eight Crayola crayon colors travel across the country, making stops at schools, community centers, and children’s hospitals along the way bringing creativity and “color” back to the country. At each stop, Crayola will showcase the power of creativity through interactive activities, crafts, and games for kids and parents.

People will be able to follow along through the journey and see tour stops in real-time at coloracrossamerica.com, Crayola’s official social media channels, the hashtag #coloracrossamerica, and each character’s own hashtag (#teamScralet for the red tour).

The CAA Tour will culminate on March 31, National Crayon Day, with a giant celebration for people of all ages, live from NYC. The National Crayon Day celebration will include live music, Crayola Experience experiences, games, activities, and galleries of fan submissions from throughout the tour. Winners for the best submissions will be announced by the Crayola CEO, and one lucky grand-prize winner will walk away with a lifetime supply of Crayola goods.