Contiki Holidays are the market leaders in youth holiday travel for 18-35s. Operating since 1962, Contiki has operated tours across the globe offering young travellers a once in a lifetime experience in Europe, USA, Asia, and Australia.

Over time the Contiki product has changed significantly based on changing demands from its young customers. The brand has transformed from what was once described as a “budget party bus” to a more sophisticated product offering immersive local experiences, experienced guides and local food, while still offering the opportunity to travel with other like-minded young travellers.

Contiki faced a challenge, how did we communicate these changes to the product and ensure we remained relevant to our millennial audience?

Contiki’s #NOREGRETS brand messaging was developed, appealing to millennial trends prioritising experiences over products. The messaging was created as a travel philosophy communicating the importance of living every day like it’s your last, with passion, vigor and full-on enthusiasm. Communicating the opportunity to explore new worlds, meet new people, and say goodbye to your comfort zone.

The launch of #NoRegrets brand positioning included a global brand campaign, development of digital campaign assets (video and creative), website microsite, PPC (display advertising, social media advertising, YouTube pre-roll advertising), social media competition, and influencer video strategy.

Links:

#NoRegrets Brand Campaign Launch Video