STA and GREAT Britian

The Quirky Brits. Reposition Britain in the eyes of STA Travel’s target audience using unique ‘bragable’ British experiences to create interest, engagement and drive sales to Britain. Britain is a multicultural postmodern society with influences from yesteryear informing current fashion, music, thinking and the general vibe of Britain. To the international audience, this can seem quirky and a little eccentric. There are some great events such as The World Pooh Sticks Championship, Cheese rolling and even The World Bog Snorkelling Championships. All of this combines to help cement the more quirky side of British culture. 
Local market adaptation of the idea was key to the success of this campaign. Results: Sydney, March 19 2013 – STA Travel and VisitBritain today announced Australians are staying longer and spending more in Britain compared with their international counterparts.