Spring Break Travel Turns to Republik

ATLANTA Spring Break Travel has selected The Republik as its first advertising agency without a review, the shop said.

The independent Durham, N.C., agency will produce a direct mail and outdoor ad campaign for the Chapel Hill, N.C., company, in addition to organizing bar tours. The first work is scheduled to launch in January.

The company’s total ad budget was described only as “six figures.”

SBT provides complete travel packages, including transportation, lodging, meals and events to popular spring break destinations in the U.S., Mexico and the Caribbean. The company was formed in 1987 and has sold more than 250,000 tours.

Jim Kitchen, chief executive of SBT, said the firm chose Republik for its ability “to reach this jaded audience in unconventional and unexpected ways.”

“College students today get hit from all directions and they definitely will not listen to any message that strikes them as more of the same,” Kitchen said. “On the other hand, they are very curious and will actively embrace communication they feel is fresh.”