Contiki Holidays are the market leaders in youth holiday travel for 18-35s. With a millennial customer, Contiki’s audience was shifting away from traditional media channels, resulting in a divergence of media channel strategy and increased acquisition costs.
The data was clear, millennial audiences were watching less TV, had increased skepticism of advertising, and preferred short-form video content with more than 70% of millennials watching YouTube content at least once a week and 45% watching travel videos before planning a trip.
We identified the opportunity to partner with YouTube content creators (vloggers) to launch “The Roadtrip” travel series, a first of its kind campaign revolutionizing the way that brands engaged with YouTube content creators.
The series brings YouTube stars to a chosen destination to document their experiences on their channels, as well as releasing behind-the-scenes footage of the trip of Contiki’s branded channel. Fan meetups are also held in cities along the way of the trip, attracting thousands of fans.
The Roadtrip has featured some of YouTube’s biggest stars including Joey Graceffa, Smosh’s Anthony Padilla, Charles Trippy, and Troye Sivan.
Following its launch success, the Roadtrip became an annual event for Contiki with the first two trips receiving 26 million views on YouTube, 1.4 million likes, and 100,000 comments.
LINKS:
The Roadtrip - Contiki Europe - Episode 1
The Roadtrip - Contiki Australia - Episode 6