Taylor Your Contiki

In 2023 Taylor Swift announced the much anticipated European leg of the Eras Tour, after massively selling out America. We knew our target demographic wanted to go because she featured heavily in answers from our Voice of a Generation survey. She was the No. 1 celeb 18-35s wanted to travel with, over 800x said they’d spend their life savings to see her live, and 20% said they got their inspo to travel from a particular song. So when the papers reported that young North Americans who missed on Era tickets were looking to Europe… we decided to help them make it a trip to remember, not just an unforgettable night.

The idea was simple but effective…

The Idea:

If you’ve travelled all that distance why not make it more than an unforgettable night, make it core memory with fellow Swifties, a European adventure you’ll remember for life.

We specially timed 5x trips to line up with key concert dates, for those fans who want to see more while in Europe. These short trips made it simple for 18-35s (Taylors core fan demographic) to experience the best of Europe, meet more fellow fans, before ending it with Taylor in concert with your new crew of friends for life.

My Role:

Creative concept, pitch and early execution concepts before having to handover due to timing of annual leave.

The Challenge:

How do we talk about one of the most trademarked celebs with our audience with putting the brand at risk? We found a solution by inviting Swifties to ‘Taylor Your Contiki’.

Although there were many restrictions, we still found creative ways to imply the campaign message, because without the connection the campaigns dead. Lucky for us we knew we could rely on the true fans to spot an Taylor ‘easter egg’. So used many of our owned channels and PR to put the message out…