STA Travel launches Destination Hubs globally through Knexus

STA Travel, a leading youth travel and lifestyle brand, was seeking ways to increase engagement with their young customers. Their vision was to create 40+ destination hubs globally, using rich content tailored to local markets. Key to success was putting the eCommerce and marketing team in control to deliver profitable engagement with their consumers.

Challenge

STA’s key challenges included how to create an experience that consumers would value, and deliver Destination Hubs tailored to local market tastes. Given the scale of its ambitions, STA also wanted to build Sites in a time and cost effective way, whilst making it easy for marketers to keep their consumers engaged. Finally, the Sites needed to perform in terms of brand engagement, SEO and improved eCommerce performance.

Solution

STA rolled out 40+ Destination Hubs across 11 markets globally using Knexus. This out-of-the-box solution enabled STA marketers (with no development skills) to quickly create pages featuring branded, social and user generated content. To increase engagement, they enable conversations and social sharing whilst calls-to-action, such as competitions and eCommerce offers, improve ROI (seamlessly integrated into systems like Silverpop, for email marketing).

Results

STA have put their marketing team in control by using Knexus. Time to market has been cut by two thirds and cost of delivery reduced by 20%+ (with lower creative production costs, less management resources and a reduced requirement for technical experts). In the meantime, brand engagement is significantly outperforming targets across metrics like UGC contributions and competition entries, whilst Hubs drive a 14% improvement in eCommerce conversion.
2/3
drop in time to market
20%+
drop in cost of delivery
14%
growth in eCommerce conversion
Knexus has exploded our opportunities as marketers to connect and engage with our audience across all devices and channels with speed, without needing to disturb our IT roadmap. It is now at the core of our content strategy.

Global Digital Director, STA Travel