The Sandra Leach Company Representation, PR, Marketing

Youth Campaign with MTV and STA

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BACKGROUND
Youth travellers account for 25% of visitors to Australia but they bring in 46% of visitor spend. Arrival figures in 2017 showed Western Australia was falling behind the nation with this valuable audience; visitor numbers were down and market share dropped from 18% to 12.8%.

To halt this decline and win a bigger share of the youth market, SLC Representation on behalf of Tourism Western Australia turned to MTV, a youth brand with a huge and engaged social following of over 4.2 million as well as an expert in knowing what makes a youth audience tick (and click) and partnered with STA Travel, the market leader in youth travel.

The campaign focused on the use of digital media and retail promotion. This strategy had to stand apart from similar media online and in stores to be effective. This was ensured by the partnership with MTV, the promotion of deals and opportunities, the targeting of the campaign and other successful strategies.

 

OBJECTIVES

  • Raise awareness of the experiences and landscapes available in Western Australia
  • Demonstrate the travel benefits of travelling on a Working Holiday Visa
  • Promote working holiday visas to encourage longer-term travel periods
  • Increase bookings to Western Australia from the target audience

 

TARGET AUDIENCE
Aged 18-30 who are:

  • Interested in long-haul, long term, adventure holidays
  • Keen awareness in discovering new experiences and landscapes
  • Curiosity in finding out about Working Holiday Visas
  • Keen to plan tours, activities and day trips
  • Interested in the Australian lifestyle

 

STRATEGY
Over 75% of 18-26 yr olds routinely share their travel experiences across social media*, so we put three people who mirrored our target audience at the heart of a social-first month-long campaign.

The content packed a huge range of experiences into bite size chunks including thumb-stopping shots of WA landscapes, seductive beach lifestyle and wildlife to put the destination on the map for this audience in seven first-person vlogs. The fast-paced content aimed to hook the attention of 18-26 year olds but also included relatable elements from cooking dinner to snapshots of real jobs to address common barriers, such as a lack of information on what work is available and worries about cost.

The content was also cut into image and video-based ads and audience groups were built, to extend the reach of the campaign, but also to re-target those who had seen the content to provide them with more of what they liked while constantly refining the creative to ensure the copy and call to action maximised the engagement.

We worked closely with STA Travel throughout the process to make sure we could turn engagement into conversion at the click of a button. The campaign drove to a hub on STATravel.co.uk where additional content sat next to packages and itineraries that mirrored the experiences. The content was also re-purposed for in-store posters and digital screens as well as email marketing to STA's audience and a sense of urgency was created with deals to drive bookings.

Watch an example vlog here.

 

RESULTS
The results impressed all parties involved from engagement and reach through to the ultimate measure, bookings, which were not just significantly up for Western Australia, but outperformed the Australia market by some distance.

Engagement

  • 2,637,222 cross-platform views of the videos (55% over our target, demonstrating how engaging the content was)
  • 7,384,604 post reach across the whole campaign
  • 8% engagement rate achievement with comments like 'let's drop everything and go' and 'I've stopped what I'm doing and booking us a ticket'
  • eyeballs glued for 738,910 minutes (that's 1.4 years of attention)
  • Pushing 201,909 clicks through to the campaign hub on STA's Travel website (an over-delivery of 400%)
  • An audience pool of 1.5 million travel obsessed, and now Western Australia obsessed, users were created to re-target
  • generating a cost-per-click that was 5.7 times lower than the industry average of 41p

Bookings

STA Travel saw an increase in Western Australia bookings of 7% in March, 26% in April and 11% for the campaign period in May for flight bookings. This significantly outperformed Australia as a whole over this period.

By reusing the creative in stores from posters to LCD screens and engaging agents through STA Travel's internal channels as well as pre-campaign training we saw strong sales performance in retail as well as online.

 

* Sources: GfK Travel Report 2017, MTV Travel & Experiences Survey 2017

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