AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

Amex and Delta wanted to expand their World To Table activation series, which flies in a foreign chef to cook an exclusive tasting menu inspired by one of their important routes. This one was New York to Italy.

To guide the creative teams, I developed two strategic insights:

1. Traveling has shifted from “check-box mentality” to emotionally-led goals i.e. vacations are less about just seeing important landmarks like the Eiffel Tower and more about achieving emotional goals such as doing a French cooking class in Paris to feel more connected to another culture. This has resulted in the rise of the $65B cultural ritual industry e.g. Chinese Lantern ceremonies, Matcha tea experiences or secular Passover dinners. Travelers are seeking rituals and experiences that help them feel more connected to the world.

2. Recent viral experiences play with the tension between “high” and “low” culture such as the $100 chicken nuggets at the US Open, the rise of luxury grocery stores like Erewhon or high end neighborhood haunts like Superiority Burger in New York. These experiences reimagine concepts of luxury and exclusivity.

From combining these two strategic approaches, the great Momentum creative developed the “Nona’s House” concept: chef Stefano Secchi would create a tasting menu with elevated home cooking staples, simulating what it would be like to visit your Italian grandmother’s house. The experience included pasta making demonstrations, Italian opera performances, headscarf styling and luxury take-home goodies.