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Passenger feedback drives new Topdeck campaign

October 21, 2013 Wholesaler No Comments Email Email

Youth operator Topdeck Travel has rolled out a new campaign based on passenger feedback to support the release of its Europe 2014 brochure.

The ‘I Travel Therefore I Am’ campaign aims to tell the stories of Topdeck’s passengers after they were asked one simple question: Why did you take a Topdeck trip? Topdeck campaign

“The campaign turns our marketing over to tell our passengers’ stories and looks to them for their unique and individual experiences, with ‘I Travel Therefore I Am’ being as much a question as it is statement,” Topdeck marketing manager Mike Doyle said.

“Everyone has a different reason for travel; it is highly personal and sometimes hard to articulate. We wanted to tap into that core motivation and refine it into something that resonated.

“Our passengers were rewarding themselves for working hard, keen to try something new, seeking a personal connection or just in need of some adventure. Whatever the reason, it was clear that their Topdeck experience helped them realise their travel dream, with almost all indicating that the group experience had amplified it.”

The campaign was created by Topdeck’s internal marketing team and is running across the brand’s website, social media and in its Europe 2014 brochure which features over 100 trips.

“We’ve used some of the key motivations that came through from our passengers, including ideas around friendship, adventure and food, then coupled those motivations with images that best captured that story,” Mr Doyle said.

“The look and feel of the images in the campaign, right through to the redesigned brochure layout, is all aimed at delivering a level of authenticity which helps us convey the real world experience that Topdeck passengers have enjoyed since 1973.”

Topdeck operates trips for 18 to 39-year-olds across Europe, North America, Australia, New Zealand, Africa, Egypt, Morocco and the Middle East. The company is celebrating its 40th birthday this year.

Watch a clip from Topdeck’s new campaign here:

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