3 Immersive Youth Marketing Tactics From STA TravelIn Trends
STA Travel has delved into the demanding world of Afrillennials and created a 360-degree journey for students to get to know their offering and experience it, on their #MyMzansiRoadTrip campaign. With students living in the moment, creating memories and looking for the next adventure, STA Travel has used their immersive youth marketing strategy to establish itself as the go-to brand for student travel deals and ultimate getaways. Let’s take a look at three tactics this brand is using to win with SA’s youth.
- 1.Non-Stop Action = No Distraction
The STA Travel #MyMzansiRoadTrip activation rallied students without hesitation as they quickly came around to find out what the hype was about. They also stuck around for the action seeing as the stand pulled out all the stops, featuring a massive day screen to display STA Travel’s offerings, an MC and various activities to partake in with cool prizes to give away.
Students got free international student identity cards, goody bags with travel accessories and a chance to secure their spot on a trip through SA! After completing the final challenge, those who won didn’t only win the trip, but had an exhilarating 2-hour limited timeframe to go pack their things and hop on the bus.
This experience was fun & exhilarating, keeping students eager to participate. This set the pace for the trip where STA Travel took 10 typically South African backpackers and 24 students, 2800 kilometres across South Africa to have 20 uniquely South African experiences.
- 2.Walk The Talk
STA Travel didn’t rely on the activation to amplify the #MyMzansiRoadTrip campaign. After visiting five campuses across the county, the conversation kept going thanks to the epic road trip and the chance for ordinary South Africans to experience their country’s treasures. With social media & influencer support on the trip, as well as their connection with students on campus, STA Travel’s engagement became a collaboration of the brand and youth, who couldn’t wait to share their stories of the trip with their friends when they got back.
STA Travel further collaborated with top travel brands to make the experience one of a kind and demonstrate their offerings without limitation. These brands included Baz Bus and South African Tourism.
- 3.Let The Magic Unfold
While it’s easy for brands to prescribe everything they need from a campaign from objectives to physical deliverables, there’s some magic in letting the youth find their personal connection to your brand during their experience and making their own interpretations. Too much interference in the way students experience your brand can take away your brand’s likelihood to surprise or create intrigue.
STA Travel has done well to let students spot what they love, engage as they are comfortable and curious, naturally inducing social sharing on the ground and beyond. By making the idea of the ultimate getaway a reality for these students, they couldn’t help but want to support the brand in future and also recommend it to their friends.
Go on, see what happened on the trip:
If you’re looking to create an immersive youth marketing experience for your brand on campus and beyond, get in touch with us on 011 885 3918 or email firstname.lastname@example.org