STA Travel picks Love Creative for repositioning task

STA Travel has appointed Manchester-based agency Love Creative to handle its UK advertising business as it moves to reposition the brand. The account is believed to include both direct and integrated marketing activities for the travel brand.

Love is understood to be helping the youth travel agency reposition its brand as it seeks to place greater emphasis on its digital offering in response to growing competition in the online travel sector.

The agency has been appointed by STA’s recently installed marketing director for the UK Celia Pronto. Pronto joined the company in the newly created role from InterContinental Hotels Group in September last year following a restructure of the UK business. She has been charged with overseeing the marketing and branding strategy for STA Travel in UK, including on- and offline marketing activities, e-commerce, PR and partnerships.

A spokesperson for STA Travel UK confirms the agency is working alongside in-house design teams to handle “creative strategy and concepting” for the entire brand.

Last month STA Travel launched a six-figure integrated marketing campaign to promote its round-the-world offers. The six-week campaign includes podcasts by Lonely Planet authors in STA stores, online advertising across the EMAP online network and e-mail activity. The promotion centres on a site developed for the campaign designed to enable users to develop itineraries for round-the-world packages based on a concept developed by Love Creative.

In February, STA bolstered its team with the appointment of Nic Orfang as its new online marketing manager with responsibility for generating increasing consumer demand via its digital platforms. He joins the travel company from Woolworths where he was online marketing executive.

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