TOP DECKCASE STUDY
Topdeck Travel (part of Flight Centre Group) appointed The Red Republic to create a robust global marketing and PR strategy that is lead from its Australian market (strongest youth travel market) and replicated throughout all territories.
The strategy works to position Topdeck as the youth travel brand of choice and strengthen Topdeck’s presence within the market for both consumer and trade partners.
Challenges & Opportunities
Topdeck Travel is a leading youth travel brand and highly recognised within the APAC region however is a fairly new brand to the rest of its selling territories in a noisy market and a huge global competitor.
With a target audience of 18-35’s Topdeck Travel has a fantastic opportunity to capatalise on the growing social media influencer market while still being slow to create and repurpose user generated content in comparison to other brands within the market.
Additionally, group travel has over the years been victimised by a second class travel option with a lot of the PR strategy directed in shifting perception allowing us to include branded messaging within editorial opportunities.
The Red Republic works with Topdeck travel for both brand research on market share, consumer behaviour and personas along with manage an annual research report to showcase global and regionalised travel trends within the 18-35’s market that is qualified data issued to media outlets.
This consumer research forms part of the voice of authority strategy for the brand to position it as not only the leader in travel trends but all youth focused issues. The Red Republic annually drafts these themes and data outcomes to ensure new and topical results to share along with YoY reflections.
Strategy & Tactics
The Red Republic embarked on a consumer and trade based strategy that aimed to position Topdeck as a leader in youth travel market. The strategy’s consumer editorial focus set the agenda for trending destinations and highlighted the benefits of group travel to the younger demographic. Whilst the interview lead trade focus helps to ensure Topdeck is front of mind with agents and people who face consumers daily on behalf of the brand.
The Red Republic also manages all media famils, seeding and launch events throughout the year, with two major events held annually with European Summer the main annual focus.
People reached globally
Value of coverage
Increase of editorial/ PR reach YOY (client since 2014)
The PR strategy has a scoring system that was created to ensure key messages, objectives and brand assets are included within editorial to further increase SEO ranking from engaging with third party audiences to align with the digital marketing strategy to retarget the audience.
Additionally, by using key influencers and top tiered targets, the PR strategy further increases the brands awareness while also using story telling to change brand perception.
A brand asset strategy also aligns with the PR strategy to ensure that the brand is getting the best value with the opportunity reuse content across its owned channels such as The Collective (brands blog) and social channels.