STA Travel

Global January Sale

campaign designprint design

The annual January sale was the biggest event in the STA Travel marketing calendar. This integrated campaign was rolled out on a global level across all regions the travel company traded in. This spanned the UK, Central Europe, Australia, New Zealand, South Africa, Singapore and Thailand, where the creative was run across multiple touch-points including retail, digital and out of home advertising.

As a part of the campaign rollout, full-window vinyl wraps were installed at key locations and flagship stores for maximum impact on the high street landscape. These were supported with printed and digital displays showing travel deals in all retail locations. Digital screens were used to show offers, inspirational imagery and brand core USPs.

Skills

Campaign design, Indesign, Photoshop, typography

Deliverables

Campaign identity and lockups, printed posters and digital screens, uniforms and merchandise, vehicle wrapping

Campaign execution.

The challenges

To creating a multi-national campaign creative that is appropriate for all seasons as the participating divisions span both hemispheres and impactful while being a workable design solution for language conversions.

Taking into account cultural sensitivities, campaign hero imagery must be appropriate across all regions.

To promote Book Now, Pay Later (BNPL) during the post-festive period when sales tend to dip

The solution.

By using the brightest of the core brand brand colours, the design is able cut through the muted wintery high street landscapes of the UK and US divisions, while also being an effective summer season campaign in southern hemisphere markets in Australia, New Zealand, South Africa and Asia.

With a minimalist and bold aesthetic, the design system is flexible enough to account of language variations and regional messaging.

To promote the Book Now, Pay Later scheme, a deposit message was chosen and the campaign’s secondary message, prioritised ahead of the tertiary offer messaging.

Campaign roll-out

Retail spaces

Campaigned implemented in over 50 retails locations in the UK, in addition to retails stores in Australia, New Zealand, Germany, Switzerland, Singapore and Thailand.

Social media & digital

Assets for paid and organic social media channels. The creative was also implemented across EDM campaigns, GDNs and web banners for regional websites.

OOH advertising

Advertising planned for rollout across TFL network in London, including bus stop advertising and ticket barriers. Development also included a promotional taxi wrap.

Merchandise

Retail staff uniforms during the sale included t-shirts and jumpers. Promotional gifts and booking rewards including tote bags, pens and water bottles.