Sunwing Travel Group is the largest vertically integrated travel company in North America, combining an airline and travel agency with its own ground transportation and excursions companies as well as a massive breadth of hotel and resort partners. But for more than a decade, the brand had marketed itself as little more than a provider of discount all-inclusive vacation packages. When the pandemic struck in 2020 and placed global travel at a standstill, we were asked to help Sunwing better define its value proposition and reimagine its go-to-market strategy to appeal to modern travelers. We helped the company focus less on “price” and more on “value” by leaning into a simple mission: to help Canadians vacation big without spending big. We paired this new brand mission with a refreshed visual identity that modernized the brand and set the foundation for a new website and mobile app design. We then developed a launch campaign that spanned film, OOH, digital, and social channels and showed Canadians not just what a great vacation looks like, but what it can feel like when you get more with Sunwing.