EXCEED’s annual promo was a bit different this year; although cardholders were familiar with the event, we needed to communicate the mechanism far more clearly to avoid confusion. To that end, I crafted copy that was clear and directional but aligned with the road trip campaign concept. With all assets driving to this landing page, the messaging hierarchy needed to guide cardholders through the process step-by-step as well. Ultimately, the experience is one that presents information in a brief and scannable way, while reminding cardholders all they ways they can use their card during their summer travels.