Campaign: STA Travel And VisitBritain set “Wildcard Challenge”

Campaign: STA Travel And VisitBritain set “Wildcard Challenge”
SHARE
THIS



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.

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.

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.