STA Travel - 40th birthday moodboard and inspiration
Client
STA Travel
PRoject
40th Birthday Global Campaign
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STA Travel
PRoject
40th Birthday Global Campaign
______________
To celebrate the 40th anniversary of STA Travel I worked with our Brand Copywriter to create a global campaign to utilise this milestone and help drive sales for all nine divisions to use throughout the year. Aligning with the company USP: We Know Because We Go, that highlights knowledge of travel synonymous with having experienced it and the reason to book with STA Travel, we used this milestone to emphasise this point.
The campaign design development paid homage to the way people travelled 40 years ago with the idea of memories captured on a 24 exposure roll of film in comparison to now with the endless amount of photos taken with smartphones and how they can be edited with filters that draw on the design aesthetics created unintentionally when developing film. This application of past design aesthetics was the linking factor between old and new and could resonate with both older or younger customers. As a nod to the past I incorporated a previously used logo within the anniversary lockup which also gives emphasis to the milestone.
As well as creating the anniversary logo, I created a set of campaign guidelines based on the brand guidelines, for how to use the anniversary logo, colour palette, font and image treatment plus some pre-created print and digital assets for easy implementation. To coincide with the design of the campaign we also developed a collection of ideas for promotional offers, content, competitions and activations, that could all be tied back into the 40th anniversary or the USP angle as needed. This was shared with all creatives, content, social, marketing and product teams so there would be consistency on all channels but adaptable to each market.
