The brief for this project was to design an integrated campaign for the travel company STA. The goal was to bring the brand's ethos "start the adventure" to life, and to show how this could be used to engage with students and Gen Z.
My campaign focused on the fact that Gen Z value personalised, unique travel experiences. I combined this with the fact that STA make it possible for their customers to tailor make their own trips. I found a post on STA's blog called "9 myths about Round the World tickets, answered". The post featured humorous examples of elaborate routes people wanted to take. I decided to take these stories and illustrate them. I then turned these illustrations into simple animations for use on social media. I also created a series of posters featuring the characters from the stories along side a QR code that would lead to the animated video and STA's site.
The strapline for my campaign was "complicated travel plans? no problem" along with the hashtag #StartYourAdventure, a play on the brand's ethos which highlights the personalised nature of this campaign. The videos would all link to STA's website, where customers would then be able to begin planning their own adventure by answering a quick series of questions such as their departure location, dates, budget etc; In order to complete the booking of their trip, customers would need to visit an STA travel expert at their local STA branch. This will increase visits to STA branches, which was another deliverable of the brief.
