AR & 3D
I’ve always been interested in any skills that push ideas further and open up creative opportunities. Although no specialist, my curiosity and technical mind unlocked AR & 3D possibilities for the brand. I learnt skills fast and at no extra cost to the company. Most importantly I used emerging formats as a creative tool when competitors simply said they cannot afford to play in this space.
BLACK FRIDAY SALE
Travel sales announcements were repetitive in our category. This Black Friday (our biggest sale) we needed a way to stand out from competitors. To announce the sale, we laid claim to strategic travel destinations by flying the Contiki banner on iconic locations first.
HIDDEN TOURS
In a world where everyone can find the landmark, the flex is finding what others miss.
Travel has become increasingly visible, documented and shared, but the most valuable moments are no longer the ones everyone sees. They’re the ones that feel hidden, unexpected and worth showing off.
That’s where Contiki has an advantage. It’s not just where you go. It’s what gets revealed when you’re there. Contiki’s value isn’t simply taking travellers to iconic destinations, but unlocking the layer most people walk straight past — the stories, spots and moments you’d never find exploring alone.
That insight led to Hidden Tour: a geo-tagged AR layer of secret selfie spots, hidden gems and surprise reveals, unlocked only by Contiki Trip Managers. By turning insider access into social currency, the idea makes Contiki’s difference visible in a way travellers will want to capture, share and show they were part of.
CELEBRATING OUR TRAVELLERS
We had a problem, the pics travellers posted were often great but rarely recognisably Contiki. So I set out to find a way for Contiki to be brought into the picture.
The inspo, the shareable photo spots used by trending pop-ups, clubs and restaurants to make them instantly recognisable on social (i.e. Tonight Josephine - ‘well behaved women’ and Bob Bob Ricard - ‘push for champagne’).
It’s no accident they feature so heavily in posts. They tell a story about their identity, they say… I was here, this is who I am, this is the kind of life I live, I know the cool spots.
The challenge then became how to replicate it from anywhere, without ownership? AR made this possible. Attacking the awkward group shot first I started exploring this space with a AR polaroid frame.
COACH NAMING COMPETITION
We gave our past passengers a chance to name a Contiki coach in a competition played out on social. The goal, engagement and advocacy. Hundreds of Past passengers submitted coach names, along with their travel stories for that chance to say they named a Contiki coach. One of the 20 winners was drawn to take a trip around Europe on their named coach.
The competiton was a huge success, but I wanted something more than a story the other 19 winners could have so created an trophy, proof they named a Contiki coach.
BRAT SUMMER ALBUM LAUNCH
Charlie XCX declared 2024 the year of the Brat Summer and our target demo were at the frontlines celebrating. So were we. On the day of the launch we reacted quickly by recreating Charlie’s much talked about publicity stunt. Song names were replaced with a secret message to celebrate all the ‘brats’ who travelled us that year.
We used social signalling to prove we’re part of youth culture, not just a brand talking about it.
UGC UPLOADER
We needed an explainer video to encourage travellers and crew to upload videos/photos on trip and win big. I explored this transition concept as a way to break up the talking and keep views engaged.
