STA Travel And Brand USA Encourage Australians To Jump Behind The Wheel On The Ultimate American Road Trip
STA Travel, the world’s largest student, youth and budget travel organisation, has joined forces with Brand USA, the official destination marketing organisation for the United States, to encourage Australian travellers to undertake the ultimate American road trip adventure, and take part in ‘State of Play USA’.
‘State of Play USA’ is a promotional campaign targeting students, job starters, young professionals and young spirits which inspires Australians to embark on an American road trip and experience the unique food, music, arts and sporting cultures of the country.
An emphasis for the campaign will be promoting key destinations of California, New England and New Orleans and comes off the back of strong growth in the numbers of Australians travelling to America. STA travel reported a 16% growth in the numbers of Australians travelling to America in 2014 compared to the previous year. While many Australians are familiar with parts of the USA, this campaign is designed to inspire travellers to explore the USA to, through and beyond the gateways. This campaign will be promoting the iconic and unknown destinations via road trips throughout California, New England and New Orleans.
“Many Australian travellers are attracted to the bright lights of New York and Los Angeles, but there is so much more to America than these gateway cities. From gourmet food trucks in Oakland, to the burgeoning live music scene in New Orleans to the historical art scene in New England, the USA has something for every traveller’s tastes,” said Andrea Robinson, STA Travel’s Product Trading & Marketing Director. “We want to expand Australian travellers understanding of what an American adventure could entail and how the usual tourist hot spots don’t even scratch the surface of this great country.”
State of Play – Road Trip with STA Travel and Brand USA
At the heart of the campaign is a video series, which will follow the summer adventures of Aussie vlogger Louna Maroun, as well as Brit vloggers Steve Booker and Doug Armstrong, as they road trip through the Deep South, California and New England. A dedicated State of Play USA hub powered by STA Travel will also house an array of inspiring articles, video content and photography along with travel advice, booking platforms and competitions.
“The USA really is the ultimate travel destination. While many Australians may be more familiar with our bigger cities, there is much more to experience. This campaign really is about the sights, sounds and tastes of modern America and inspiring people to embark on the road less travelled,” said Oliver Philpot, Director Australia and New Zealand for Brand USA. “We are delighted to be working with STA Travel on this campaign to encourage more Australians to experience their own American adventure.”
The campaign will also be supported through specialist retail store branding and offers, in addition to community activations similar to the recent successful university interaction program which saw STA Travel bring food trucks, live music and graffiti artists to campuses across the country.
For more information or to book a trip to America, visit http://destination.statravel.com.au/state-of-play-usa-visit-california, call 134 782 or follow #StateofPlayUSA