STA Travel hires Incentivated to engage mobile youth market

STA Travel, a travel company for students and young adults, has appointed Incentivated to develop and execute its mobile marketing strategy.

Plans to embrace mobile underline STA Travel’s commitment to engage with its audience in a highly targeted and personal way. Mobile will provide an immediate and instant communication channel for STA Travel to reach its customers, regardless of their geographic location.

STA Travel will incorporate mobile into its traditional marketing plans, by adding a text response to posters, press and direct marketing activity. The mobile campaign allows customers to request brochures by texting in their addresses, to request an electronic brochure by texting their email addresses, to request a call back at a time of their choosing, and to drive footfall into their branches via location based mobile mapping.

Celia Pronto, marketing director at STA Travel, commented: “Mobile phones play a central role in the lives of our customers, extending beyond their social lives to planning trips, receiving time sensitive travel alerts and buying tickets. We’re excited about integrating mobile into our customer acquisition and customer service plans for 2009.”

Robert Thurner, commercial director at Incentivated, added: “STA Travel has built an enviable reputation as a world class, cost effective route to global travel. We’re proud to offer STA the unique benefits which mobile offers, combining location based and time sensitive targeting”.

The appointment of Incentivated, which follows a competitive tender, coincides with research conducted by mobile operator O2, which reveals that one in 10 of those surveyed think mobile marketing has already saved their business over £1 million when compared to other marketing solutions. The survey sample includes IT directors and marketing directors in 100 leading brands.

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