Burnthebook Bridge the Gap

Bondholder Burnthebook has secured further work with a major international corporation to improve online communications with ‘Generation Z’ audiences across the world.

Burnthebook has worked with the American Institute for Foreign Study (AIFS) on a number of its brands since 2006 including Camp America and Au Pair in America.

Having successfully upgraded digital platforms for these brands to improve usability and profile amongst the target demographic of 18 to 25 year olds, Burnthebook Director Phil Newson was invited by AIFS to present on the subject to senior staff from across the world at its international conference in Puerto Rico.

This has led to the agency being recruited to work alongside the team at Au Pair in Australia to promote opportunities for young people from English-speaking countries across the world to join the cultural exchange programme and work with families in Australia.

Burnthebook are creating a new fully-responsive website and application system with integrated payment facility. They will also be working on the ongoing Search Engine Optimisation (SEO) and marketing of the website.

Phil explained: “I was invited to talk to the conference delegates about the very specific and relevant subject of communicating effectively online with 18 to 25-year-olds, known globally as ‘Generation Z’

“This age-group of 18 plus are typified by their widespread usage of the internet from a young age – making them more comfortable with technology than previous generations.  It is therefore vital that web communications with this audience is fully responsive, clean and attractive.

“We have successfully re-launched the online platform for Au Pair in America and continue to update and refresh the Camp America website for which we won a Hermes international creative award earlier this year.

“I am delighted that our expertise in this field has been further recognised by the AITF corporation with our appointment to work with the Au Pair in Australia team.  

“It is an opportunity for us to apply our expertise and customer-focused approach – combined with creativity and the latest technology - to support the growth and development of yet another high profile and widely respected brand to this specific target audience.”