STA Australia launches new socially led #WanderAustralia campaign via We Are Social

Global specialist communications agency We Are Social has just launched #WanderAustralia, a new socially led campaign for STA Travel Australia that encourages young Australians to travel domestically.

The #WanderAustralia campaign has been created to capture the imagination of the target audience with a unique take on travel photography. The focal point of the campaign is http://wanderaustralia.com.au where iconic images by some of Australia’s leading Instagram influencers receive a retro refit with a digital twist via the #WanderAustralia digital viewer.

Referencing the classic stereoscopic 3D-viewer, a popular childhood toy originally created to promote travel, We Are Social created a unique digital #WanderAustralia viewer. Users can create their own personalised image ‘reel’ populated with their choice of images from those created by the Instagram influencers, and images from Tourism Australia’s Best Job in the World campaign.

Users can create their own customised ‘ultimate Australian adventure’ by adding their choice of images from the site to the #WanderAustralia digital viewer. Users can then upload their own personally designed #WanderAustralia ‘reel’ to enter the STA Travel Australia competition for a chance to win their own ‘ultimate Australian adventure’. Sharing of images is further encouraged by asking users to upload their own #WanderAustralia photographs to Instagram for the chance to win real-life #WanderAustralia viewers and reels.

According to strategist Luke Ryan, We Are Social developed the campaign based on the insight that “Presently, young Australians find the thought of travelling in Australia a little boring and believe a domestic trip will not provide the same level of social currency (social bragging rights) they can get from an overseas holiday. Allowing them to take control and personalize their intended Aussie experience will help alter this perception. #WanderAustralia showcases Australia in a way that is representative of their lifestyle and reflects their popular culture via the people that hold influence.”

We Are Social has taken the campaign offline with a media outreach campaign, targeting key influencers who each received a real-life stereoscopic 3D-viewer, complete with custom reel comprised of their own personal Instagram images. STA Travel Australia will be supporting the campaign across all their 72 retail outlets with multi-media campaign assets and boosting its reach by promoting the #WanderAustralia hashtag across all their marketing channels.

Says Natalie Placko-Thornton, STA Travel marketing & eCommerce director: “We’re so pleased with the #WanderAustralia campaign that we’ve produced with We Are Social. The response from our STA Travel community in the first few days has been amazing. Our vision was to bring to life the awesome travel experiences that you can find locally in Australia and really show our customers how travelling in Australia should be on the top of their ‘to do’ lists.

“Visualising the diverse (and outstandingly beautiful!) destinations around Australia was all about capturing those lasting memories that our customers could have for themselves, so using the #WanderAustralia ‘reel’ has delivered a perfect effect. We strongly believe that the campaign is particularly relevant and on trend for many free-spirited Australians right now who are looking for their next exciting adventure – very close to home.”