Contiki Travel

One of the worldwide leaders in group travel.

"From brainstorming the ideas through to deploying the campaign Campus Media have excelled themselves throughout. They understood our brands requirements and worked tirelessly to ensure our expectations were met, and in most cases exceeded. In terms of professionalism and performance I could not recommend them more highly."
- Graeme Dunn, European Marketing Director

Objective

Contiki is in the top 5 most recognised brands in Australia and virtually unknown here in the UK. Our objective was to bring the Contiki message to life in front of students, encourage them to engage with the brand physically and sign up for further communications - by increasing their fanbase on facebook. Our target was to advertise the brand to 200,000 students - 20,000 of these face to face, the rest online.

Strategy

Campus Media booked events all over the country, partnering up with major nightclubs and student events across in 15 different cities, including Nottingham Summer Ball and branded each event with Contiki posters, supplying students with beachballs, lip balms, and flip flops - placing surf simulators in the middle of dancefloors and encouraging students to sign up to compete and win holidays with Contiki. We ran SMS, Email and flyering to raise awareness of these events, hired brand reps to promote Contiki at each event and sign students up to the Contiki facebook pages and then used our in house seeding service to create a viral campaign from city to city. On facebook we managed the content with a creative called "Replace your Face" - we hid the faces of the contestants on the surf board and got them and their friends to correctly tag them to encourage a viral effect.

Results

Growth of social media community by more than 13,000 new fans.