The Challenge

To potential travellers the Contiki crew can feel like an unwanted authority figure, but past passengers tell a very different story. They love the crew, defend them in comments, and whenever we put them in content, engagement spiked.

So the challenge became clear - how do we make our crews impact visible before travelling?

In the same way ‘Drive to Survive’ turned F1 racing into a cultural phenomenon for Gen-Z. By revealing the personalities, rivalries and drama behind the helmets (not by showing faster cars).

We turn crew loyalty into a public rivalry for all watch play out on social.

The Idea

We create a social competition where past passengers campaign to put their crew into the drivers seat at the next Red Bull Soapbox Derby in Sydney.

Contiki crews earn their place publicly online by rallying their passengers, trading rivalries, and proving why their trips were the most unforgettable.

As passengers fight for their crew, like F1 fans fight for their drivers, a new audience get to see what Contiki travellers already know - our crew aren’t unwanted, they’re the personalities who make it legendary.