Youth travel company Topdeck Travel has handed over the reins to its own customers for its latest brand campaign, titled ‘Topdeck Took Me’, with real traveller photos showcased across bus megasides, cross-track panels at railway stations, Facebook, geo-targeted mobile and the Topdeck.travel website.
Created by Redsuit Advertising, the integrated concept aims to grow brand awareness among the young traveller market and win market share from competitors, as well as tap into a whole new market segment unfamiliar with Topdeck Travel and touring.
From shopping like a local in the souks of Morocco to exploring the gladiatorial arena of Rome’s Colosseum, to getting lost in the white-washed lanes of Santorini, the inspirational images taken by travellers on real Topdeck trips showcase the wide array of destinations and adventures that Topdeck Travel has built its reputation on.
The campaign includes a Facebook competition, ‘Where will Topdeck take you?’, with #Topdeckers invited to post a video of their Topdeck holiday for a chance to win a free trip.
Ben Ittensohn, regional manager for the Asia Pacific at Topdeck Travel, said: “The beauty of this idea is the genuine travel aspect. Our customers get to experience the most amazing locations in a unique way, and this campaign is a great way to showcase that.
“It’s basically word of mouth on a national scale, and it’s proven so effective that our marketing team in the UK has adapted the concept for use across our global markets.”
John Anderson, founding partner and creative director at Redsuit, said Emma Ziesemer and Anais Read led the agency’s creative efforts on this campaign.
“By using actual images of people’s amazing Topdeck trips, they tapped into a very authentic sense of fun and adventure, which is what Topdeck is all about,” he said.
“We’ve got some great young talent at the agency. Emma’s actually one half of the Brisbane-based creative team that were crowned winners of the prestigious Young Glory creative competition, and this is just a small taste of what she’s capable of. Watch this space.”
Client: Topdeck Travel
Regional manager, Asia Pacific – Ben Ittensohn
Head of marketing, Asia Pacific – Jon McGovern
Marketing and communications executive, Asia Pacific – Jane Savage
Digital marketing executive – Jen Wong
Agency: Redsuit Advertising
Partner/ creative director – John Anderson
Copywriter – Emma Ziesemer
Junior art director/ copywriter – Anais Read
Senior account manager – Tracey Fraser