CHALLENGE

ALTHOUGH CONTIKI TRIPS ARE BOOMING, SALES OF EUROPEAN WINTER HOLIDAYS ARE DOWN. 

WE NEEDED AN IDEA THAT WOULD ENTICE AUSSIE MILLENNIALS TO ABANDON THE SUMMER THAT THEY LOVE - FULL OF FESTIVALS, FLINGS AND BEACH FUN - AND INSTEAD, BUY A EUROPEAN WINTER CONTIKI TRIP. 

INSIGHT

AUSTRALIANS DON’T KNOW PROPER WINTER. 

WE ALSO KNOW THAT LOSING OUT ON SOMETHING IS A STRONGER LEVER TO USE THAN GAINING SOMETHING WITH THIS FOMO-DRIVEN AUDIENCE. 

SO OUR MESSAGE WAS CLEAR - DON’T MISS OUT ON REAL WINTER.

ACTIVITY

WE ABANDONED THE STANDARD CONTIKI FORMULA OF INFLUENCERS AND FAMILS AND TOOK A COMPLETELY DIGITAL APPROACH, DRIVEN BY MEDIA CONSUMPTION DATA. 

OUR CAMPAIGN CHEEKILY FOCUSED ON WINTER EDUCATION. AND WE FLOODED CONTIKI’S SOCIAL AND DIGITAL CHANNELS WITH TAILORED CONTENT AIMED ON EDUCATING AUSSIES ON HOW TO DO A REAL EUROPEAN WINTER - THE CONTIKI WAY.  

RESULTS

SALES UP 26% YOY

1.6 MILLION VIEWS (NO PAID MEDIA)

14,000 ENGAGEMENTS

5,500 CLICK THROUGH TO THE CAMPAIGN LANDING PAGE

ACCOUNT MANAGER: CATHERINE DONNELLY

HEAD OF DELIVERY: GERT LEPPERS

PROJECT MANAGE: CAROLINE AITKIN

CREATIVE STRATEGY: MORGAN FIEBIG

CREATIVE LEAD: NATE MARTIN

ILLUSTRATOR: STEPHEN ONG