STA Travel use Big Brother contestant Tully Smyth in social campaign promoting the UK

STA Travel has recruited Big Brother reality TV contestant Tully Smyth to feature in a socially led campaign aimed at giving Australian travellers a preview of British travel spots they may not be as familiar with.

The campaign, which saw STA partner with VisitBritain, aims to challenge Australian young professionals who may have already visited London to return to Britain and explore more of the country.

Launched at the start of the month, a series of seven YouTube videos featuring Smyth are at the centre of the ‘Wildcard Challenge’ campaign. The videos track Smyth’s two week trip around the UK.

STA Travel marketing and e-commerce director Natalie Placko Thornton said: “Many young professionals in Australia may think that after one trip to Britain – which usually revolves around ticking off well-known London tourist attractions – they have covered everything there is to see.

“Through Tully’s videos we want to overturn this perception by revealing that this only really scratches the surface and there is much more travel inspiration to be found in Britain’s regional cities and countryside.

“We chose Tully as our ‘travel insider’ because she is a perfect fit for the young professionals we are inspiring to travel to regional Britain. Tully is a well-known TV personality, blogger and social media addict, who represents a different approach for STA Travel who have previously focused on social ambassadors who are recognised travel bloggers and photographers.”

As part of the campaign, audiences were invited via social media to vote on which “yet-to-be-revealed off-the-beaten-path challenge Tully should face”.

The video series is backed by a multi-platform digital marketing campaign created by OMD and a consumer PR push led by Mulberry Marketing Communications.



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