Challenge.

They’re the travel-enthusiast fairy godmother you never knew you had. You’re hassle-free ticket to discovering more destinations, worldwide – to uncover the extraordinary and connect with a bunch of curious, like-minded people.

The Red Republic teamed up with Flight Centre Travel Group’s youth travel brand, Topdeck Travel, to create a robust global marketing and PR strategy that could be led from its Australian market (the strongest youth travel market) and replicated throughout all territories.

Solution.

Since our appointment in 2016, our approach has remained consistent; position Topdeck as the youth travel brand of choice and strengthen Topdeck’s presence within the Australian market.

Our press strategy targeted a hybrid of consumer and trade, including an always-on editorial calendar that leveraged trending destinations, seasonal events, statistics and the benefits of group travel. We also led crisis communications for the brand.

We helped Topdeck reclaimed the voice of the brand, securing over 340 pieces of coverage in top tier Australian publications including BuzzFeed, Pedestrian, news.com.au and News Limited’ Escape, and leading trade titles, KarryOn, Travel Daily and Travel Bulletin.

We also facilitated an ongoing influencer and media famil program internationally, inviting 18 to 30-something (year old) content creators -such as world-renowned videographer, Jaxon Foale – to travel across the globe and capture and share all the incredible moments from the eyes of a Topdeck traveller.