Magazine article Marketing

Student Travel Firm Spreads Its Net

Magazine article Marketing

Student Travel Firm Spreads Its Net

Article excerpt

Student travel film spread its net

The Student Travel Association (STA) is looking for its first ever advertising agency and is increasing its budget by 40% to help it attract more non-student travellers.

"We are trying to establish ourselves as an independent travel agency rather than being just for students," says STA marketing manager Anne-Marie Barrett.

Currently, the STA's advertising consists primarily of small ads in national newspapers such as the Guardian, the Observer, the Independent and the Sunday Times. The STA is taking an ad agency on board to look into advertising through other media.

"What it has got to do is establish a clear, defined image," says Tim Mortimer, managing director of Generator, which was invited to pitch alongside Smith Bundy. "So far the STA has always focused on function in its ads."

Despite popular perceptions, the STA is not directly tied to any student group. It is a commercial venture that offers fares at a discount by purchasing seats in bulk directly from the airlines. …

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