Elevate Your Memories
We’ve always known from past travellers just how life-changing a Contiki trip is. Yet we see travellers treat these life-changing moments as disposable content. Even the biggest moments are quickly buried between less meaningful posts and memes, disappears fast off the feed.
We believe these core memories deserve more than a few likes. Your trip deserves to be elevated.
So we set out to find a way to help our travellers to celebrate them bigger, display them better, and keep them visible forever.
The Idea:
We invited travellers to submit their favourite Contiki photos and the story behind it. Each month we would partner with a different creator (painter, sculptor, graffiti artist, illustrator, custom shoe painter) who would transform one core memory into a custom piece of art. The creators favourites of our past passengers. The process would be documented on their channels: The story, the craft, the elevation. Then the finished artwork is gifted to the winner to display as a permanent reminder of a temporary adventure. Contiki won’t just be remembered, it will be hung proudly for years to come.
The strategic shift:
We will use our creators not just for reach, but to elevate the meaning. We honor our travellers memories and positioned Contiki as something worth displaying - not just posting.
documenting the artistic process, we create content with depth and narrative, not just destination shots.
The impact:
This wasn’t a one off giveaway, it became a content engine:
UGC with emotional depth
Artistic curators have a huge follow made perfect for social. Instead of only using travel curators like everyone else, we…
Multiple art styles = access to new audiences
Ongoing content moments across channels
Lower cost of sending influences
Zero risk of missed content capture
Most importantly, we didn’t just extend reach, we extended memory; and positioned Contiki as something worth displaying, not just posting.