STA Travel and VisitBritain Launch “WildCard Challenge” Campaign

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American Musician, Astronautalis, and Australian Reality TV Star, Tully Smyth, Face the Ultimate British Travel Challenge

STA Travel, the world’s biggest student and youth travel company, and VisitBritain, the national tourism agency responsible for promoting Britain worldwide and developing its visitor economy, have teamed up to launch a new marketing campaign called the “WildCard Challenge.” The campaign, to be activated in Australia and US markets, will promote tourism across undiscovered regional Britain to young professionals, and offer these travel enthusiasts endless opportunities to engage in exciting, adventurous excursions, chronicled on STA Travel’s dedicated 'WildCard Challenge' content hub and YouTube Channel, and culminate in a YouTube mini-series scheduled to air in September 2014.

From now to August 11th, the public will have the opportunity to participate by voting for their top picks of off-the-beaten-path adventures that American alternative hip-hop artist, Astronautalis, and Australian reality TV Star, Tully Smyth, will embark on together. Acting as travel insiders for their home countries, Astronautalis and Smyth will provide unique behind-the-scenes access to their journeys through England, Scotland, and Wales. Adventures include touring a Liverpool football club, zip lining in Snowdonia National Park, or playing captain on a boat in Manchester. Once the public has chosen specific adventures for Astronautalis and Smyth, they can then vote for their favorite adventure on the ‘WildCard Challenge’ hub. Each entrant will automatically be entered for a chance to win one of three Beats™ by Dr. Dre™ headphones.

With an increase in demand for adventure travel experiences among young professionals over the last few years, the WildCard campaign offers a unique opportunity for this core demographic to discover new destinations in a social and stress-free way.

“This campaign enables VisitBritain to target young professionals in the U.S. market to ensure that Britain continues to be a top international destination for American travelers. Partnering with STA Travel allows us to demonstrate the wide range of travel offerings throughout Britain, showcasing our unique culture, heritage, and countryside, which inspire Americans to visit the U.K.,” states Karen Clarkson, Vice President of VisitBritain for North America.

“We are delighted to be working with VisitBritain on this campaign,” said Vanessa Goolsby, VP of Product and Marketing, STA Travel US. “When people think of Britain, they immediately think of London, but there is so much more to see, and this campaign will allow travelers to discover top must-see places in Britain and experience unique destinations across all of Britain.”

To learn more about the “WildCard Challenge,” please visit and

Terms of Beats™ by Dr. Dre™ Giveaway: Prize and giveaway administered by STA Travel. Name of prize manufacturer used solely for the purpose of identification of the prize. No endorsement or sponsorship by Beats™ by Dr. Dre™ for this promotion is intended or implied.

About STA Travel:
STA Travel is the youth travel expert enabling students and young adults to explore the world by creating experiences filled with adventure, discovery, and personal growth. We offer a unique range of products with exclusive discounts on airfare, accommodations, tours, rail passes and more. Globally, we are present in 60 countries with 220 retail locations, sending more than 6 million travelers away each year.

About VisitBritain:
VisitBritain, the national tourism agency, is responsible for inspiring the world to explore Britain. The US remains in the top spot in terms of market value for inbound tourism and is one of the top three most important markets in terms of visitor numbers. Americans made 2.8 million visits to Britain in 2013 and spent $4.3 billion USD. Visitors traveling to Britain can find out more information at plus purchase money and time saving local transport, sightseeing, attraction, theater, and tour tickets from For access to VisitBritain’s free photo library for media, please visit

STA Travel Media Contact:
Robin Lawson
STA Travel
(646) 337-3611

VisitBritain Media Contact:
Dana Polonsky, PR & Communications Executive, USA
(212) 850-0341

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Robin Lawson
STA Travel
+1 (646) 337-3611
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