Wanting to make its travel packages more enticing and relevant to baby boomers, educational tour provider Elderhostel created a second brand, Road Scholar. As part of the rebranding, 1400 Words was approached for a tagline and corporate voice that would strike just the right balance between educational enlightenment and hands-on adventure. Focus groups agreed that “Learning. It’s a Trip.” brought a refreshing, lighthearted attitude to the inherently intense experience of educational travel. We then went to work to craft friendly, thought-provoking copy to round out the company’s new identity.