Contiki and VisitBritain have announced a new marketing partnership aimed at encouraging youth travel to Great Britain.
The campaign invites travellers to see Britain differently, as an extension of the UK’s global GREAT Love campaign.
The joint campaign will feature three prominent Australian LGBTQIA+ content creators, Jack Cooper, Latisha Clark and Conor Curran, as they travel on Contiki’s England and Scotland trip, discovering both iconic and unexpected destinations across these two diverse nations.
The focus of the campaign’s social media content is to illustrate inclusivity and the importance of celebrating Pride year-round.
“This is something that is important to our Contiki audience, and for us, supporting Pride means more than celebrating the festivals,” head of marketing for Contiki Australia, Jayesh Kesry, said.
“We want all of our travellers to be able to travel on their terms, feeling supported, no matter who they are, where they’re going, or who they’re traveling with.”
Through Contiki’s #ConvinceMe video series, the content creators will tap into the challenge-based aspect of today’s social platforms, each with set missions to showcase that Great Britain is a must visit queer-friendly destination, shining a light on love, inclusivity, and freedom. Following on from the celebrations of Sydney WorldPride, Great Britain offers LGBTQIA+ travellers the opportunity to continue the party in 2023 with festivals, queer-owned businesses, and legendary local haunts all abuzz with a welcoming and inclusive spirit.
When asked about their top tips for LGBTQIA+ travellers heading to Great Britain, content creator Conor Curran said, “Be yourself, England is incredibly forward when it comes to queer culture, particularly in cities, so wear glitter and dress fabulous, because no one blinks an eye and it’s amazing.”
Jack Cooper reiterated this sentiment with his advice, “…to be confident, don’t be fearful of being who you are, Britain has such an inclusive culture for the LGBTQIA+ community with them celebrating Pride events all year round.”
By working with creators from the LGBTQIA+ community, both Contiki and VisitBritain are proud to elevate Queer voices in their marketing efforts.
