wanderlist app email announcement


Jetsetter, a company within TripAdvisor, is a travel site geared toward discerning travelers looking for distinctive travel experiences, but who also appreciate deals and discounts on these experiences. 


The site was launching a new app called Wanderlist, to capitalize on the copious beautiful property pictures on the Jetsetter site by allowing people to save images and create travel wishlists. The main challenge was to convey the purpose of the app and make it both exciting enough to immediately download, without making creating lists sound like work. 


The copy strategy involved focusing on being able to feel like you’re traveling at any moment and in any location by using the app, with the concept of creating a list being a simple and fun action to facilitate that. Words like “explore” and “escape” along with “an instant” and “anywhere” were prominent and made the idea immediately clear.