Campaign: STA Travel And VisitBritain set “Wildcard Challenge”

Campaign: STA Travel And VisitBritain set “Wildcard Challenge”

STA Travel has joined forces with VisitBritain for a socially led campaign giving Australian travellers a preview of British travel spots they may not know so well.

Corinne Nolte
Posted by Corinne Nolte

The new campaign, which was launched on September 1st, challenges young Aussie professionals who may have already visited London to return to Britain and explore further afield.

At the heart of the “WildCard Challenge” campaign is a series of seven YouTube videos featuring Australian reality TV star Tully Smyth and her two-week British regional adventures. The YouTube video series is also being backed by multi-platform digital marketing campaign designed by OMD as well as a tailored consumer PR push led by Mulberry Marketing Communications.

“Many young professionals in Australia may think that after one trip to Britain – which usually revolves around ticking off well-known London tourist attractions – they have covered everything there is to see,” said Natalie Placko Thornton, STA Travel’s Marketing & e-Commerce Director. “Through Tully’s videos we want to overturn this perception by revealing that this only really scratches the surface and there is much more travel inspiration to be found in Britain’s regional cities and countryside.”

“We chose Tully as our ‘travel insider’ because she is a perfect fit for the young professionals we are inspiring to travel to regional Britain. Tully is a well-known TV personality, blogger and social media addict, who represents a different approach for STA Travel who have previously focused on social ambassadors who are recognised travel bloggers and photographers.”

As part of the “Wildcard Challenge”, Australians were invited via Twitter, Facebook and Instagram to vote on which yet-to-be-revealed off-the-beaten-path challenge Tully should face.

It’s never been easier for young Australian travellers to explore Britain with direct flights into regional cities such as Glasgow, Edinburgh and Manchester said Mark Haynes, marketing manager Australia, VisitBritain.

“These cities offer a dynamic culturallandscape where music, culture and fashion merge. The stunning countrysidelinking these cities form the backdrop to countless adventures which travellers can easily uncover in two week bursts,” said Mr Haynes. “We are delighted to be continuing our long-standing partnership with STA Travel and we are very much looking forward to working with them on this new campaign.”

The Australian public are being given the chance to follow Tully’s adventures throughout September with the launch of her seven videos on STA Travel’s YouTube Channel. The videos are also being shared on STA Travel’s Twitter, Facebook and Instagram pages, and those who tune in and answer a related question will go in the running to win two return flights to Britain.