Legendary
Take a minute to write an introduction that is short, sweet, and to the point. If you sell something, use this space to describe it in detail and tell us why we should make a purchase. Tap into your creativity. You’ve got this.
+1391% uplift in Top-of-Mind Awareness
32% increase on target incremental ROAS
40% uplift in conversion rate
Unaided Ad Recall up +585%
Ultimately winning us Best Campaign at the 2025 Umbrella Awards
Concept insight one…. Auzzies and Kiwi’s are aour biggest travellers and most do a Contiki.
The world needs more Auzzies
We need to travel more…from living in Canada see they do
Leads to You are our greatest export
All started from an insight during brainstorming that most of Europeans are introduced to Australians through Contiki. That first trip is a right of passage. And Auzzies reputations are legendary…but Auzzies know its because of Contiki.
Apple Hero’d their phones technology by putting the ability to make professional quality work in their hands with an iPhone.
We saw this campaign and realised we can make our travellers Legends by elevating their stories/images to Legendary placements. Showing right now, legends are being born on Contiki’s all around the world.
Showcase our community
Moments make legends, it’s these moments that define us, stick in our minds and get retold over and over. Think Johnny Wilkison’s drop kick to win the RWC. We select special moments to define people rather than tell a novel.
Key Insight
The positive sentiments shown consistently in testing Live the Legend are often around storytelling – changing the story of your life, creating epic stories on the road, and coming home with new stories to tell.
Why we like it:
Contiki is a (positive) plot twist for your life.
But also a single Contiki trip is much more than a holiday, it’s a series of crazy plot twists – from creating pesto in Italy to hiking in Austria to seeing a cabaret show in Paris, all in one unpredictable and life-changing story.
Storytelling focussed, spotlighting unplanned, unexpected moments that turn a trip into an epic legend.
Plot Twist
Legends Live On
Follow in their footsteps
Legends are proven
We were the first with an engaged past passenger community that gives Contiki it’s legendary status
Using aging filter (or older past pax) we show travellers still reminiscing.
Proven by psychology meaningful travel provide a unique kid of durable happiness that people remember and re-experience through memory and social sharing. where other life events people are more focused on might have a initial peak but substantial adaption, which makes those events less consistently durable in retrospective value. In summary, big travel trips are among the life events people are most likely to look back on as important to their happiness
History was past down through legendary stories from elders to the next group.
To cultivate our audience they love our past pax stories most.
It’s an insight based on data.
This shows people who’ve done it are inspiring to others who follow us.
Tram Design
Put commuters in the Contiki journey. Aligns with “you are the greatest export”.
Past Pax enjoy remenising
We allow Australians the chance to day dream on their commute with a different view out of their tram to an exciting adventure.
The greatest export is you. We use the tram doors as a social media opportunity by letting them reveal the legends of Melborne.
We expand upon the coach wrap to do something never done before in Melborne. We also wrap the tram stops to be iconic locations. The tram changed into a Contiki coach will take Melborne commuters to iconic locations all around the world.
We also do experiential surprise and delights at different locations.
Experiential/PR/Past Pax/Secret Contiki
We give a Contiki traveller a heroes welcome when they come back from their legendary adventure.
Can hire background extras or try arrange with their family & Friends.
Think All Blacks coming home after winning the world cup to adoring fans at the airport to cheer them on. Big signs, arranged transport etc
Experiential
Experiential.
We glorify our heros with statues. Who decides who’s worthy of a statue? The person commissioning it and the person who owns the land. So we make our passengers heroes overnight for funny reasons/stories from on trip.
An example I’ve drawn was Jeff, for teaching the whole Contiki trip (plus some locals) how to do the perfect Manu bomb in Cinque Terra. Dated Contiki Europe Summer 2025