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    Contiki and We are Social unveil ‘Switch On Social Travel’ challenge

    Social travel brand Contiki has partnered with socially-led creative agency We Are Social Australia for its latest campaign, Switch on Social Travel.

    The social-first initiative took a group of 17 creators from the US and Australia aged 18-35, representing a combined following of 20 million users, for a seven day trip through Portugal and Spain.

    The campaign encouraged them to disconnect from their platforms for the duration of the trip, to immerse themselves in their travel experiences. After reconnecting online, the creators shared their experiences with their followings.

    Meanwhile, Contiki’s channels provided fans with sneak peeks of the trip through video content, documented through over 30,000 photos and 40 hours of footage, which were edited into short and long-form videos.

    In additional to being pulished published across Contiki and the influencers’ channels, the campaign roll out has been further broadcast across Instagram Reels, YouTube, TikTok, and other digital platforms.


    Melissa DaSilva, Contiki’s North America president, said that the campaign was aimed at “inspiring travellers to truly engage with the world around them.

    “This campaign redefines the conventional use of social media in the tourism industry. It’s about inspiring the audience to rediscover the real essence of travel – connections made, cultures explored, and memories created away from the digital gaze.”

    Executive creative director at We Are Social, Ben Clare, explained that “for younger generations, never before has the pressure to immortalise a holiday or experience into a flawless social media post been so great. But doing so ironically detracts from the joy of travel and being fully present in the moment.

    “It’s obviously pretty unconventional to engage travel influencers in a way that actually reduces their time online, but so far it’s proven to be a powerful message: travel is more enriching when you live in the moment, not just capture it.”

    Earlier this year, We Are Social managed the social strategy and execution behind Mastercard’s Australian-first motion picture without pictures, Touch, which premiered at the Westpac OpenAir cinemas in February. In March, the agency teamed up with Wayside Chapel to launch a behaviour change campaign, Social60.

    See also:
    Mastercard and H+Co’s film for low vision audiences hits festival circuit
    We Are Social and Wayside Chapel tackle loneliness epidemic with Social60 campaign


    Brand: Contki
    VP of marketing and communications: Rita Kelly
    Global brand and partnerships director: Rachel Storey
    Director of marketing: Yuri Park
    Senior marketing manager: Natalie Turner
    Head of creative communications: Dominic Oliver

    Creative agency: We are Social
    Account director: Polina Patroucheva
    Group account director: Helene Ioakimidis
    Strategy director: Russ Mitchinson
    Executive creative director: Ben Clare
    Associate editorial director: Michele Danno
    Creative: Camden Chan
    Editorial director: Ruaridh O’Donnell
    Executive producer: Lucinda Hayden
    Designer: Cynthia Vu

    Production company: My Media Sydney
    Director: Mikki Young
    Creative director: Mitchell McKay
    Head of design and post production: Phillip Antonio Lemos

    Affiliate marketing agency: All-inclusive Marketing
    Director of strategic operations: Jen Watson
    Account director: Natalie Fillion
    Account manager: Nate Sielk

    The post Contiki and We are Social unveil ‘Switch On Social Travel’ challenge appeared first on Mediaweek.

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