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How we helped increase passenger numbers to Australia by 23%

H+K Strategies was briefed by STA Travel to generate mass awareness of the £10 POM initiative – a promotion giving young people with a working holiday visa the chance to fly down under for just a tenner.  H+K Strategies gave the PR-led idea an editorial spin and generated extensive coverage across all mediums resulting in  significant pre-registrations, queues outside branches and increased sales to Australia.  

H+K Strategies delivered 147 pieces of branded coverage across national, broadcast, regional and online media.  5083 people pre-registered for the £10 POM initiative and applications for working holiday visas rose by 35% during the campaign.  500 people queued outside participating STA Travel branches for up to five days before the launch and passenger numbers to Australia increased by 23% as a result.