Adventure

Starts Here
YCN STA Travel Brief

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Brief Breakdown

I started by looking at the brief and

trying to narrow down the brief to
just two words.

This would give me a good basis for

the project and give me something
to refer back to make sure I am
captivating the nature of the brief

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Brief Breakdown

Student-focused
Experiences
These were the two words which I
felt best described what this brief
is all about. These will be the two
words I refer back to when making
design decisions

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Summary of Research

· They seek experiences, not possessions. They crave unique experiences.

· Authenticity is key. Gen Z can see through phony advertising

· Generation has grown up with the internet.

· Youtube, Instagram and Snapchat are most popular social media

platforms.

· Use Snapchat, Instagram stories and Instagram ads

· Campaigns need to be captivating and not boring.

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
 THE IDEA
My main idea is to create an immersive VR 360 experience pop
up event to be displayed at events such as freshers fairs. This
will be the focal point of the campaign.

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Adventure Starts Here

The name of the campaign will be

“Adventure Starts Here” which is
consistent of previous campaigns by
STA

Illustration is more expressive than

image and may appeal to a younger
target market.

The VR pop up will be the vocal

point of the campaign, with

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
The VR pop up will have 16 different locations that the user can choose. These will be differing activities
from places all over the world

Santorini Madeira Kotor Verona

Paddle Boarding Bathe in Lava Pools Kayak the Bay of Kotor Visit Verona Underground

Istanbul Gozo Plovdiv Berat

The Sunken Palace The Xwejni Salt Pans Buzlludzha Communist HQ Bogove Waterfall

Nicosia Pilsen Marrakech Split

Creepy Abandoned Air- Bathe at the beer spa Goats in Trees Game of Thrones Adventure

Charleroi Hanover Alicante Bergen

Dystopian Power Plant Trippy Happy Rizzi House Pink Flamingo Lake Star Wars in Finse Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Pop up Interior

Users will walk into

a box shaped room
where they will be
presented with a
headset and joysticks.

A staff member would

be present to talk
them through how to
use the hardware.

User would then be

free to experience
new places and have
the opportunity to
explore and learn new
things about these
places

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Pop up Exterior
Beyond the door would
Photo wall was used as
be the VR experience
in accordance with the
Continued usage of
brand guidelines as in
the slogan
regards to displays. This
ideally would be a screen
where the display would
change to different
pictures of different
locations worldwide
Main brand
elements are used
consistently to
enable a strong
marketing image

A little desk is present where

somebody would man it. Here Ideally the pop up
staff can provide potential would be displayed
customers with follow up at Fresher Fairs or
information about booking a student events during
holiday with STA the academic year
Pop up further detail

VR Experience

60m

Michael Louth
Edinburgh Napier University

60m BDes Graphic Design Yr 3

Illustrations
I introduced different
illustrations similar to the
previous illustration to give
the brand a bit more of
flexibility and energy.

These will be used at

different touch-points
across the campaign to
ensure consistency

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
SOCIAL MEDIA CAMPAIGN
I started to think about how the campaign would be rolled out.
I’ve predominately stuck to digital medias for this. I felt it was
more practical to follow this route as research had shown how
much precedence social media has on the target market.

Targeted ads will be used across various social media platforms,

whilst also being used as an opportunity for a give-away on
instagram.
Targeted Ads

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Instagram Giveaway

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
 Interventions
I started to think about how I could get people to interact with
the brand/event even after they have visited.

Giveaways and Freebies are a great incentive to giveaway at

such things as freshers fairs’.

My idea evolved around giving people their own little set which
would contain their own little flat pack cardboard VR headset. It
would be designed so that they could use their phone and even
have a re-enactment of the event wherever they are.
 Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
 The interface on
the application
used would have
information about
the places people
are visiting and
relevant links of
how people could
go about booking a
holiday. This would
obviously re-direct
them to STA travel
website.
 Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
 Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
 Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
Summary

A The brief asked for a new

campaign to encourage Gen Z
Pop up and students to discover the
world.

I feel I have achieved this as

Virtual Reality is a great way
of experiencing something
whilst not actually being there.

Gen Z have grown up with

technology so it using that to
C my advantage really works well
GIVEAWAY in this case.

Through these 3 main touch-

B points I think would be a great
way of engaging with the
Social Media intended target market.

Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3
(Thanks for your time :) )
Michael Louth
Edinburgh Napier University
BDes Graphic Design Yr 3