The challenge was to get students to think about and connect with STA Travel when planning and booking a trip. This campaign uses the fun adventurous student pigeon 'Paul' as a way to show students the benefits of travelling, and how easy STA Travel makes it.
So, meet Paul.
He is just like the students and Gen Z we are talking to. He is spirited, energetic, adventurous, a reflection of the culture of STA Travel. He might have never left his nest before but has a hunger for travelling and desire to see everything that life has to offer.
He wants to expand his horizons. Paul wants to become so much more than just a regular
pigeon; he wants to learn about other cultures, new ways of doing things and discover