Secret Millionaire

Young travellers believed travel was becoming unattainable, and the marketing solution being pushed our way was more discounting and sales. I wanted to challenge myself to find a creative solution that reframed this perceived poverty (cost-of-living rises) and made travel feel affordable again without discounting.

I soon realised we think travel is expensive because we think locally. The truth is money doesn’t have the same value everywhere, travel can unlock a new value for your money depending on the exchange rates.

The Idea:

We have a secret giveaway. We surprise one lucky Contiki traveller by giving them a suitcase full of a million in local currency. The surprise reveal happens mid-trip, followed by a spending spree showing just how far their money goes.

We reveal the true cost of travel if you choose the right trip. Once our viewers watch travellers transformed into millionaires with as little as £1,000, and follow their spending spreed, suddenly they think “wait…I could afford that trip”.

Best of all we do this all using a proven entertainment format that 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