STA Travel x Tourism Authority of Thailand
Project-managed the ideation and execution of a bespoke 3-burst campaign targeting the Gen-Z demographic to promote travel to Thailand, with a budget of approximately $40k.
Campaign Theme
To focus on both popular and off-the-beaten-path destinations in Thailand, the promotion of an Amazon Prime documentary trailer surrounding travel to Thailand, hosting a competition for a free content-creating trip for 2 to Thailand, a subsequent feature of content from prize-winners: @thebonotwins.
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 and tour passengers to Thailand
Host an offline event to promote Thailand as a travel destination within our community
Result:
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.
Sponsored a professional networking event with Tempe Young Professionals at The Shop Brewing Company in conjunction with the tourist board and documentary production team (DreamJobbing). The first event of its kind for the professional group, this unique networking event featured programming surrounding Thailand as a travel destination, including a preview of the documentary trailer, a raffle for swag and gift vouchers, and a trivia game. This event was TYP’s largest attended for the whole year!
Additionally, through creative utilization of existing air and tour supplier relationships, I was able to stay within budget and provide additional media value to the client. This included working with Qatar Airlines (for a flight flash sale), G Adventures (to provide a free tour for the prize winners), Hong Kong Airways (for an additional ticket sweepstakes), and local tour suppliers in Thailand (to create a custom travel itinerary based on the destinations in the promoted documentary).
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>> Creative Direction
>> Copywriting
>> Campaign Ideation