The campaign focused on the use of engaging digital content to target the 18-30 market, as well as retail promotion activities to drive in-store bookings. To be effective, this strategy had to stand apart from similar online media and retail stores. This was achieved through a partnership with MTV, that amplified the content produced to the vast travel-hungry MTV audience. Who were targeted with exciting deals and opportunities directed to STA Travel's booking platform.
Not only did bookings increase significantly for Western Australia, but they also outperformed the Australia market by some distance.
Here are some of the key results.
* 2.5m + views of video content
* 7m + post reach
* 200K+ clicks through to the campaign hub at statravel.co.uk
* Increase of 8% engagement rate
* Audience pool of 1.5 million engaged users to re-target
* Bookings up 7% in March, 26% in April and flights by 11% in May