STA Travel Case Study

'Escape the Rat Race '

 

Client: STA Travel

Campaign Location: London, Glasgow, Birmingham and Manchester

 

Target Audience:

Young Professionals

 

Brief:

 

To drive sales and increase travel booking enquiries by raising awareness of STA Travel’s “Escape The Rat Race Campaign” through the execution of a high impact street theatre / guerrilla marketing campaign targeting young professionals in major UK cities.

 

Campaign Description:

 

• A team of four high calibre promotional staff / performers wore STA branded rat costumes, while engaging commuters in a “Rat Race” in city centres.
• The field teams broadcasted the key themes of the promotion using a megaphone, large placards, alongside distributing competition scratch cards across each of the locations whilst the members of staff physically “raced” with (bemused) commuters around each activity location.
• The team promoted around various locations in the city centres (e.g. shopping centres, stations, tubes, and high footfall walkways) to touch as much of the target audience as possible in order to create high impact and interest.

Results:

 

• 98% of people targeted would accept and retain the print material immediately.
• Those commuters whose knee jerk reaction was to decline a leaflet and walk away at a fast pace, often were then engaged in the “Rat Race”, and were swiftly converted in a fun and friendly manner, by the disarming promo team.
• The teams were able to infiltrate their way onto a wide array of tube lines and stations where they carried out their street theatre to a captive audience of commuters.