what we needed to change

Change outdated perceptions of Contiki as a ‘party’ bus to align with the new Contiki of today.

how we changed it

Gen Z are an emerging group of travellers who travel differently to previous generations, seeking out more authentic and sustainable experiences. Contiki knew they needed to appeal to more conscious travellers and shake off its outdated image with exciting new updates to their trips. Using their biggest product announcement of the year, Contiki dropped new Contiki Cares experiences, new transports methods, stylish and sustainable accommodations, more in depth local experiences and shorter itineraries for those that wanted it. To support the new Contiki launch we activated a press office to continue supporting stories that spoke to the new Contiki direction, including supporting their Movember partnership with a News Corp exclusive and integrating Contiki Cares messaging into value driven deals pitches.

the impact