Students love the party life and are known to enjoy 'lads trips' to see how much alcohol can be knocked back in a foreign country, but how do you encourage them to experience other cultures while still keeping the party spirit?
You keep the party spirit going! This advertising campaign centres the popular drinking game 'never have I ever' but reframed around the various global experiences available through STA Travel.
Interactive beer mats let students share a moment with young adults from other countries, with their own cultural twists on socialising. By literally bringing the adverts to student bars and dives, and making culutral experiences feel relatable and accessible, STA Travel becomes the gateway to an adventure.
Interactive posters placed in shopping and leisure areas also let people interact with other cultures. The language used on the adverts refers to student and youth culture, but subverted to talk about other cultures. This includes some cheeky innuendos (that aren't too NSFW of course).
Like the beer mat, people interact with the posters using their phones for a personal immersion into others' culture, with click-through to STA's website at the end.
Social media shareability is important for young adults who share much of their life and experiences through at least one platform. Though Instagram's 'Stories' feature, STA Travel can share real time experiences of students and young adults on their own STA Adventures, either sent to them directly or by tagging them.
References and Credits
MOCKUP VIDEO STILLS
Brazil Video Mockup Photo (Blumenthal, 2014)
Sao Paulo Video Mockup Photo (Azamara, 2020)
China Video Mockup Photo (Getty Images, 2008)
Shanghai Video Mockup Photo (Times Newspapers Ltd, 2020)
MOCKUP VIDEO
Cologne Video Mockup Photo (Romas_Photo (shutterstock), n.d.) German Oktoberfest
Video Footage (TIM and FIN, 2016)
iPhone 7 Mockup Photo (Pixeden, September)
INSTAGRAM STORY PHOTOS
Camel Photos (Partridge, 2020)
POSTER MOCKUP
High Street Poster (GraphicBurger, 2020)
Azamara, 2020. São Paulo (Santos), Brazil Cruises. [Online] Available at: https://www.azamara.co.uk
Blumenthal, D., 2014. Clothes, Food & Drinks. [Online] Available at: http://www.salvadorcarnivalguide.com.
Getty Images, 2008. USE YOUR NOODLE: THE REAL CHINESE DIET IS SO HEALTHY IT COULD SOLVE THE WEST’S OBESITY CRISIS. [Online] Available at: https://www.independent.co.uk.
GraphicBurger, 2020. Street Billboard PSD Mockup. [Online] Available at: https://graphicburger.com
Imagenavi, 2016. Senior Japanese woman in kimono drinking sake. [Online] Available at: https://www.alamy.com
Partridge, C., 2020. Camel Photos from Morocco. [Art].
Pixeden, September. iPhone 7 Psd Mockup Vector. [Online] Available at: https://www.pixeden.com
Romas_Photo (shutterstock), n.d. 25 Best Things to Do in Cologne (Germany). [Online] Available at: https://www.thecrazytourist.com
TIM and FIN, 2016. OKTOBERFEST MUNICH VLOG. [Online] Available at: https://www.youtube.com
Times Newspapers Ltd, 2020. 21 of the best things to do in China. [Online] Available at: https://www.thetimes.co.uk
Tolentino, C., 2019. Best Western gains foothold in Japan with new hotel in Osaka. [Online] Available at: https://www.traveldailymedia.com