Road Scholar (formerly Elderhostel) is the leading not-for-profit educational travel organization for more than 5 million adults who have participated in its 8,000 programs that are offered in all 50 U.S. states and 150 other countries. The organization’s mission is to provide extraordinary access to learning and cultural experiences that open minds, touch hearts, and build bridges of understanding that can make the world a better place. We created new positioning (“Learning — It’s a trip.”) and redesigned communication for both the domestic and international programs that speaks to both physical and cerebral wanderlust.