For potential travellers, Contiki crew can feel like authority figures — the people holding the schedule and setting the rules.

But past passengers told a very different story.

They loved their crew. They defended them in comments. And whenever we put our crew at the centre of social content, engagement spiked.

The challenge became clear:

How do you make the impact of Contiki crew visible to people who haven’t travelled with them yet?

At the same time, Drive to Survive was transforming Formula 1 for Gen Z — not by showing faster cars, but by revealing the personalities, rivalries and drama behind the helmets.

So we borrowed the same mechanic.

The Idea

Turn crew loyalty into public rivalry.

Create a social competition where past passengers have to campaign for their crew to win the ultimate prize: representing Contiki at the Red Bull Soapbox Derby in Sydney.

Crews had to earn their place publicly — 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 saw what Contiki travellers already knew:

Our crew aren’t authority figures controlling the trip.

They’re the personalities who make it legendary.