Contiki wanted to change what their brand stood for amongst travellers aged 18 – 35 and take the brand to a more ‘experience-oriented’ level.
Working with the Executive and Management teams in Las Vegas and Vietnam, we conducted a series of workshops to define a brand position and set of values: “to connect travellers to the time of their lives. Every second counts.” This premise helped elevate the brand, without alienating the existing market, or questioning its authenticity. A key emotion was ‘experience’ — in all forms so we rolled out the essence with a simple hashtag around what Contiki actually deliver… #noregrets
Comprehensive and trackable, we created one of the most successful marketing campaigns the company has undertaken with a massive year-on-year sales growth of 10%.