While STA is the largest student travel agency, due to many external factors, e.g. the increased popularity in online bookings, they lost on-campus presence and relevance to students. We were employed to bring the brand back into the student mindset and be part of their lives from pre-University through to Graduation. This saw a year long campaign with over 25 creative executions for events, print, email and outdoor. The initial output targeted pre-University students who were considering University and gap year options. Examples shown were distributed through various UCAS distribution channels and were partnered with the New Zealand tourist board.
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NZTB (New Zealand Tourist Board) had undertaken research that showed the past creative focus of dramatic landscapes did not work. NZ is perceived as too remote and not popular or cool. As a result we pitched the ‘Go all the way’ theme to encapsulate three messages aimed at the youth market:
1.To go all the way to NZ from the UK as it’s about as far away as you can get.
2.When in Australia go all the way to NZ – you’ve gone that far why not go to NZ too.
3.When in NZ go all the way to experience all NZ has to offer.
Creative executions included:
6 Sheet Posters
Targeted Emails
Table Top media
Web Banners
A6 Flyer
Flash Web Banners
National Media
Press Advertising
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Like It and Land It
The Like It and Land It Facebook competition was developed to act as an overarching theme for the year as well as being a key online driver. With a number of different messages going out through a number of channels it was key to keep clear STA messaging at the heart. Seeding the Like It and Land It logo where possible gave a clear, credible identity that can run throughout the year.