Millennials tell their stories through the (millions of) photos they take on their phones and share on social media. They’ll even pay attention to your advertising if you let them tell their stories there.
So Queensland ad agency, Redsuit, has handed the reins of youth travel company, Topdeck Travel’s campaign, to Topedeck’s customers for its latest brand campaign, Topdeck Took Me.
And those Millennials are sharing inspiring travel ideas among other Millennials across bus megasides, cross track panels at railway stations, Facebook, geo-targeted mobile and the Topdeck.travel website.
The campaign aims to grow brand awareness among the young travellers and win market share from competitors, as well as tap into a whole new market segment unfamiliar with Topdeck Travel and touring.
This “word pf mouth” campaign features Millennial delights such as living the local life in the souks of Morocco, exploring the gladiatorial arena of Rome’s Colosseum and getting lost in the white-washed lanes of Santorini.
All the images were taken on real Topdeck trips and show the wide array of destinations and adventures on which Topdeck Travel has built its reputation.
The campaign includes a Facebook competition, Where will Topdeck take you?, with #Topdeckers invited to post a video of their Topdeck holiday for a chance to win a free trip.
Ben Ittensohn, regional manager Asia Pacific at Topdeck Travel, commented, “The beauty of this idea is the genuine travel aspect. Our customers get to experience the most amazing locations in a unique way and this campaign is a great way to showcase that. It’s basically word of mouth on a national scale, and it’s proven so effective that our marketing team in the UK has adapted the concept for use across our global markets.”
John Anderson, founding partner & creative director at Redsuit, added, “Emma Ziesemer and Anais Read led the agency’s creative efforts on this campaign. By using actual images of people’s amazing Topdeck trips, they tapped into a very authentic sense of fun and adventure, which is what Topdeck is all about.
“We’ve got some great young talent at the agency. Emma’s actually one half of the Brisbane creative team that won the prestigious Young Glory creative competition, and this is just a small taste of what she’s capable of. Watch this space!”
Credits:
Client: Topdeck Travel
Regional Manager, Asia Pacific: Ben Ittensohn
Head of Marketing, Asia Pacific: Jon McGovern
Marketing & Communications Executive, Asia Pacific: Jane Savage
Digital Marketing Executive: Jen Wong
Agency: Redsuit Advertising
Partner, Creative Director: John Anderson
Copywriter: Emma Ziesemer
Junior Art Director/Copywriter: Anais Read
Senior Account Manager: Tracey Fraser
