Student Flights South Africa – Music Festival Radio Ad

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Promoting air travel by highlighting some of the long-term drawbacks has to be one of the quirkiest ways of grabbing favourable attention … but it’s working wonders for Student Flights and its ad agency, TBWA Hunt Lascaris Johannesburg.

Their radio spots, ‘Music Fest’ and ‘Beer Fest won a Silver Lion in the radio campaign category at the recent Cannes advertising festival, the world’s premier showcase of creative marketing communication.

The ads punt travel, but from the idiosyncratic perspective of young, single students. This creates opportunities to highlight the challenges of long-haul flying when you get older.

The difficulty of taking to foreign climes while taking your children in tow was the theme of the radio spots – the latest iteration of the Student Flights proposition ‘travel before it’s not fun any more’.