Secret Millionaire

We had a problem. Rapidly rising costs made young travellers believe travel was unattainable and our strategy of aggressive discounting was no longer effective. Big discounts felt more like a necessity than at good deal as all our competitors joined the sales. So I came up with ‘Secret Millionaire’ to reframe this perceived poverty and make travel feel affordable again.

The truth is money changes value, as you change location. So we needed to stop them thinking locally, and start seeing how far their money travels in a new currency.

The Idea:

We surprise one lucky traveller mid-trip with a million in local currency (cash), costing us as little as £1000. Then we follow the excitement as our travellers spend the million on a Contiki spending spree. In the process we reveal the true cost of travel and expose how far your money really does go on the right Contiki trip.

Best of all we do this all using a proven entertainment format people love watching: surprise wealth, unexpected winners, emotional reactions and spending ‘millions’.

This idea can be scaled to highlighting other Contiki trips:

• Secret Millionaire - Columbia

• Secret Millionaire - Thailand

• Secret Millionaire - Japan

• Secret Millionaire - South Korea