Department
of state
Bureau of Consular Affairs - Passport Campaign
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The United States Department of State, Bureau of Consular Affairs
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On both of these projects, I served as the sole project manager—overseeing all phases from kickoff through launch and reporting, while coordinating cross-functional teams, timelines, and deliverables to ensure on-time, on-budget execution.
These projects were a part of the larger Consular Affairs account managed by Federal Resources Corporation in partnership with Yes&.
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Integrated Full-Funnel Marketing Campaign
Strategic messaging, creative concepts and execution, influencer marketing, ad placements across social media platforms, programmatic display, digital out-of-home placements in airports and outdoor spectaculars in major US cities.
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My project team successfully led the U.S. State Department’s first-ever paid media campaign for passport renewals, driving early action among international travelers, earning us multiple extension years.
2024 Project Budget: $4 million
2025 Project Budget: $5.8 million
2024 Campaign:
All the Feelings
Following years of surging international travel and a growing backlog of expedited passport renewals, the State Department launched its first-ever paid media campaign to shift traveler behavior and encourage early renewals. I managed the project from inception to completion applying agile methodology to ensure maximum efficiency and impact.
Key Results:
Expedited renewals dropped from 40% to 33% within 10 months — the first time below the 35% target since 2020.
12.3M ad clicks drove 9.5M total / 8.2M unique site visits, surpassing the 6M benchmark.
Campaign CTR: 1.39% (vs. 1% benchmark), CPC: $0.46 (vs. $1 benchmark) on a $5.6M spend.
15% of all passport renewal form clicks (3.1M) were directly driven by the campaign — exceeding the 10% / 2M benchmarks.
Average session duration: 4:40 (vs. 4:25 for organic users) and 3 pages per session — indicating deep user engagement.
80%+ on-target reach across platforms like Meta, Pinterest, Reddit, and travel sites (vs. 50% benchmark), with precise demographic and behavioral targeting.
By combining emotional creative with strategic placements in airports, stadiums, social feeds, and travel booking environments, we made passport expiration top of mind for millions — helping the State Department drive more routine renewals and reduce operational strain.
2025 Campaign:
CozyCore
Following the success of the initial campaign, the State Department launched CozyCore to encourage early passport renewals with a whimsical, emotionally resonant approach. Travel is exciting, but the planning phase can be stressful. By addressing the emotional side of preparation—especially around passports—we had an opportunity to deliver peace of mind to travelers before the chaos begins. I led the strategic execution of the campaign, coordinating cross-functional teams and optimizing processes to ensure impactful and timely delivery across all platforms and channels.
Key Results:
280M+ impressions and nearly 3M website visits to passport-related pages.
Exceeded industry benchmarks in the following categories:
+100% CTR on digital display
+46% CTR on social media
+98% video ad view rates
By leveraging a relatable, whimsical character-driven story, the campaign turned passport readiness into a lighthearted, engaging experience—making it easier for travelers to stay on top of their passport renewals, with measurable engagement and impact across platforms.