Student Flights urges millennials to ‘Never Stop Travelling’ in work via Blue Pencil Advertising

Advertising and brand agency Blue Pencil Advertising has recently completed new work for Student Flights in their first joint brand campaign.

The campaign, designed to engage with millennials, tells authentic travel stories featuring the tagline “Never Stop Travelling”. The work is designed to engage its Gen Y audience rather than advertise to them, giving them a thirst to experience destinations for themselves.

Student Flights, part of Flight Centre Travel Group, operates in a cluttered market, but is often the first travel brand young people will ever engage with. Blue Pencil Advertising is aiming to retain the loyalty of those customers, and form a relationship with longevity for its client. The brand encourages customers to see travel as a part of who they are and seek out their own experiences, while its travel agents help them to find the best deals.

Says Laura Allman, brand manager, Student Flights: “Blue Pencil’s approach was very collaborative, they really understood the business and us as clients.

“This is the first brand work we have done in five years so we needed an agency that understands the current retail landscape and the complexity of our youth audience.

“They did an extensive amount of customer research, ultimately determining that our customer is motivated by a desire to continue travelling as a means of improving their social cachet, with this insight helping to solidify our new direction.”

Says Tom Evans, director, Blue Pencil: “Student Flights came to us wanting to refresh their brand and make it more relevant to the youth market. We’ve been working with them to better match the core of their brand with what the millennial audience wants.

“We need to get our target audience to complete an action which is not natural to them, which is walking into a travel agency and booking a trip.

“They’re the most connected generation, using technology to buy from brands that enter their lives in a meaningful way. They also have very sophisticated bullshit filters and buy from brands that feel authentic.

“So rather than trying to position the brand, we’ve positioned the customer. After all, the brand isn’t what we tell them it is, it’s what they tell their friends it is.”