A man’s desire to live like a king in Europe has inspired a video clip from Contiki that is making waves in the world of social – the youth operator’s main marketing channel.
The video, featuring Contiki traveller Dave from Western Australia, Channel V presenter Carissa Woolford and Australian electronic music duo Flight Facilities, represents the latest creation under Contiki’s Legends campaign.
To mark 54 years in operation, Contiki renosed its Legends campaign by asking its customers about their travel dreams and then collaborating with social influencers to bring them to life.
The campaign has also seen Matt from Brisbane transported to the Amalfi Coast where he learnt to cliff dive with the aid of internet daredevil Devin Super Tramp.
“Contiki is all about creating amazing experiences and amazing stories for travellers,” managing director Katrina Barry told Travel Weekly. “The Legends campaign is designed to try and keep Contiki famous and relevant so when someone walks into an agency they ask for Contiki.”
The company’s key strategy is to produce shareable content that is “emotive, engaging and funny”, then use social media and social influencers to amplify the message.
“Most people will try and build a social media element into every marketing campaign and PR strategy, but our marketing campaigns are purely built around content and social media so we’re very different to most brands,” Barry explained.
“And why is our entire strategy built around that? It’s because Gen-Y invented social media. Gen-Y and Millennials are our target market.”
Other innovations on the social front include a new Contiki “Instazine” on the Instagram photo-sharing platform and a growing investment in the sphere of virtual reality which the youth operator views as the next big development.
