CONTIKI SOCIAL REINVENTED

Contiki, a leader in youth travel brand had a problem, it got old. We needed to pivot to a social-first brand that once again appeals to a new generation of traveller.

As the Global Creative Content Lead I was instrumental in driving this shift.

We stopped using social to simply broadcasting on social and started connecting with a new community of young travellers. I created Contiki’s first every Social Style Guide to guide the way for how social should look & feel globally. I shifted the creative direction and concept ideation to one that appealed to the young again. We adopted a more native creator styled narrative to combat our aging aesthetic. Introduced repeatable formats to scale creativity and free up creative space for more exciting experimentation. A new process was also built, bringing a real brand purpose for the trending and reactive posts we showed up in.

We didn’t stop there. We took it a step further by getting our community involved. We surprised, challenged and invited, passengers and crew, to get out infront of the camera. As they participated in content, trends and were rewarded, they publicly showcased the youthful energy and joy of travelling with Contiki. And those on the sidelines celebrated by commenting on their once-in-a-lifetime Contiki experiences.

The result, Contiki once again felt like a youth brand, and a new generation became engaged.