With an all too familiar culture and no language barriers to contend with, travel to America was seeing a steep rise in ‘do-it-yourself’ vacations. Contiki needed to demonstrate the value in operated travel over DIY.
The millennial is a collector of experiences, not things.
‘The best bits are in the middle’. An influencer led campaign in which 4 Australian influencers share their experiences on a Contiki tour across middle America. Targeting a number of travel-related audience interests, we developed 3 social videos, narrated by our influencers, depicting their time on the trip. Each video identified a desirable pillar of experiential travel, from adrenaline to friendship, and was supported by engagement through influencers own social media channels.
Sales to America increased by 24%
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