STA Travel x Go Overseas x Education New Zealand x Air New Zealand
Project managed the ideation and execution of a bespoke 2-burst campaign targeting the Gen-Z demographic to promote travel to New Zealand with a budget of approximately $30k.
Campaign Theme:
To encourage US travelers to consider New Zealand as a must-visit destination and as a premier destination for study abroad through the co-hosting of a $15,000 scholarship competition for a free study abroad program and flight. Burst 1 focused on promoting the scholarship, hosted on GoOverseas.com along with student-focused experiences in blog content. Burst 2 focused on retargeting users and scholarship entrants with inspirational content of iconic destinations and commercial messaging to increase passengers from US with Air New Zealand.
Campaign Deliverables:
Present campaign themes on STA Travel-owned media channels throughout the duration of the bursted campaign including:
Landing page updates
Website banners across statravel.com
Email inclusions, social media posts
4 original blog posts
Retail posters
Paid media (affiliates, paid social, GDN, kayak, paid search)
Exceed an established target for sweepstakes entries based on YoY data
Exceed an established target to increase in air passengers to New Zealand based on YoY data
Results:
Produced engaging, bespoke content for the campaign themes and sweepstakes with exceedingly high click-through rates, engagement rates, and impressions. Air and tour passenger targets were also achieved.
Additionally, I achieved offline brand recognition for STA Travel by tasking the brand ambassador and business development team members to engage with local communities for the promotion of the scholarship. Team members did so by participating in study abroad fairs across the country and leveraging existing student organization and faculty relationships to generate offline interest in scholarships to then be retargeted with offers in the second burst.
Additionally, through our involvement in the campaign, we worked with new partner Wander Technologies, Inc. dba Rayka’s brand ambassador program in conjunction with STA Travel’s brand ambassador to create original written blog content directly from the target demographic, Gen-Z perspective.
Key Takeaways:
Study abroad-related travel content and student scholarship competitions performed best through both emailing our existing database and boosting social posts on Instagram and Facebook to engage with people beyond our following. Additionally, despite the scholarship only being to New Zealand, offering direct opportunities to make travel more affordable (outside our normal services and discounts) is something that better facilitates business with our partners in higher education (from study abroad directors to faculty members planning trips).
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