The Chief Vacation Officer x Samsung: Making group getaways actually happen.

Idea:

We wanted to spotlight Samsung’s Galaxy Z Fold7 by demonstrating how its innovative features, including Multi Window functionality, could transform the way Brits organise and experience travel.  

We tapped into a cultural truth: group holidays are no longer planned around a single itinerary or person – they are coordinated across endless group chats, tabs, screenshots and competing opinions. 

We celebrated the rise of the ‘Chief Vacation Officer’ – the unofficial organiser in every friendship group who keeps track of bookings, budgets, restaurant recommendations and everyone’s plans.  

By positioning the Galaxy Z Fold7 as their ultimate travel command centre, we showed how Samsung’s foldable technology can bring order to the chaos of modern group travel. 

Execution:

We brought this to life through a light-hearted hero film fronted by Vicky Pattison, capturing the familiar chaos of planning a group getaway and the different personalities that emerge when organising a holiday.  

From the over-planner and the budget tracker to the friend who contributes nothing until the final moment, the campaign reflected the real-world dynamics of getting a trip out of the group chat and into reality. 

The Galaxy Z Fold7 was seamlessly integrated throughout, showcasing how its large display, multitasking capabilities and Multi Window functionality help users manage multiple travel tasks at once – from comparing flights and checking maps to messaging friends and managing bookings. 

We tailored pitching across travel, tech, lifestyle and consumer desks pitching the Galaxy Z Fold7, as both a premium innovation and a relatable fix for getting the trip out of the group chat. 

Results:  

The campaign delivered 288 pieces of coverage, including standout features across The Sun, The Mirror, The Star and The Daily Express, plus various regionals.  

Coverage generated more than 189 million reach and our social partnership with Vicky Pattison generated more than 160,000 views plus thousands for engagements.