Topdeck Travel Taps User Content For New Brand Campaign Via Redsuit Advertising

Topdeck Travel Taps User Content For New Brand Campaign Via Redsuit Advertising

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.

Andrea Sophocleous
Posted by Andrea Sophocleous

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.

'Topdeck Took Me' campaign

 

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.

'Topdeck Took Me' campaign

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.”

CREDITS

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