Youth travel retailer Student Flights has teamed up with new content marketing business Emotive and established media agency Ikon Brisbane to launch a new brand campaign.
The media and travel companies are involved in the integrated roll-out of Student Flights’ new brand positioning never stop travelling with a social media campaign fronted by successful social media influencer and comedian Frenchy for a series of videos based on the game ‘never have I ever’.
Student Flights’ marketing manager Kristy Quigg said the brand’s new ethos spoke to the idea that youth travellers want to continue exploring the world with unique, Instagram-ready experiences that add to their social cachet, with Frenchy engaged as an authentic ambassador to launch this message to his audience.
“We are excited to join forces with Emotive and Ikon for a four-week user-generated campaign that aims to amplify our new identity through our involvement with Frenchy and his ability to engage directly with our target audience,” Quigg said.
The four week campaign sees Frenchy challenge his digital audience of over 1.1 million fans to submit travel related ‘never have I ever’ themed photos or videos for the chance to accompany him to LA to create unique social video content for the brand.
“Trying to reach the youth traveller market has never been more challenging, but Frenchy resonates with the Student Flights target audience and presents the opportunity to connect brand and customer,” Quigg said.
Emotive’s Jamie Crick said the agency focused on what content the youth audience is consuming in digital video to provide Student Flights with the platform to disseminate this message. “Authenticity is important with the youth audience, and with our collaborative agency approach, Student Flights is aligned with an on-brand social media influencer who speaks directly with their audience in a campaign that helps reinforce what the brand stands for and who they are talking to.