Cipriani Kremer Design is going places with online travel service StudentUniverse.com, which launched this month.
Cipriani, a unit of Arnold Communications, Boston, assisted the startup with market positioning for its site, which offers discounted air fares and travel information for 18- to 26-year-old student consumers.
After interviews with dozens of Boston-area college students, Cipriani staffers discovered that today's young travelers are seeking exciting, possibly life-changing adventures when they go abroad. Unlike their baby boomer parents, however, they aren't willing to simply hop on a plane with backpacks in tow; they plan carefully, avoid unnecessary risks and and have plenty of money to make sure their needs are met, said Cipriani senior vice president Jeff Flemings.
With that in mind, Cipriani developed a positioning line for the site: "It's your world. Explore it." And it designed an overall look and feel that avoids being "overly hip," a sure turnoff for college-age consumers, Flemings said. Cipriani hopes to launch media advertising for the Cambridge, Mass., client in the fall, Flemings said.