As the world’s largest student and youth travel company and experts in Round the World flights, tours and accommodation, STA Travel have been booking affordable adventures for awesome humans since 1979.
Described as being the world’s largest travel company for students and young people, STA Travel had already excelled at generating engagement through social media. But to make their content truly unique and deliver the growth and increase in engagement, Wonderful knew that an overall coherent campaign was needed.
From our first meetings with STA Travel we had a clear understanding of their campaign objectives. They wanted to increase engagement and followers across their key social media channels during the festive period. Crucial to this was the creation of unique, sharable content that would cut through and resonate with their student-focused target audience across the UK, USA and Australia.
#12DaysRTW was born. Drawing on the concept of the 12 days of Christmas, posts would showcase a different culture each day from around the world. With a list of cultures finalised, the Wonderful digital and creative departments got to work creating unique content across animation, video and images for each culture to reach a global audience.
% Increase in Engagement
Pieces of User Generated Content
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