EF Explore America Competition

Explore America is the middle-school arm of Education First, specializing in class trips to iconic North American destinations for middle school teachers and their students. As part of their goal to become the leading provider in the space, they asked us for help poaching customers from the competition. The research told us teachers traveling with competitors didn’t necessarily think there was anything wrong with their current experience. Our approach for convincing them to make the switch was to lay out all the benefits of Explore America before them. By leaning into more pointed language than the brand had historically used, we illustrated that this new experience would blow new customers away.