To ignite excitement for international travel.
Youth social travel brand Contiki has launched Live the Legend, an omni-channel campaign that aims to redefine the meaning of travel experiences for the next generation of Australians.
Live the Legend is a call to action for young Australians to embark on epic adventures and create their own legendary stories.
Through a series of captivating visuals, compelling narratives, and engaging activations, Contiki seeks to inspire
young travellers with this campaign by putting them at the heart of it.
Contiki Australia marketing director Maria Parisi said for a 23-year-old who is fresh out of school, the sense of opportunity is overwhelming, but totally exhilarating.
“Every Aussie knows someone who made something big happen on a Contiki, and now that it’s their turn to choose the next plot twist in their narrative. ‘Live the Legend’ highlights how the transformational experiences had on a Contiki create legends to last a lifetime.”
Live the Legend will be prominently featured across various digital platforms including Meta, TikTok, Snapchat, Pinterest, Spotify, and YouTube, as well as BVOD services.
The campaign will also feature in an outdoor push in traditional OOH, street posters, billboards, tram and bus portraits.
Parisi said Contiki has long been a rite of passage for young Australians, providing them with the opportunity to explore the
world, make lifelong mates, and create legendary stories that they’ll share on socials now; but also at dinner parties and reunions for years to come.
"The first Contiki trip brought together a group of strangers who made their way around Europe – can you get a more
legendary origin story than that?" she said.
"With this campaign we aim to reignite the spirit of adventure and encourage the next generation to write the legends of tomorrow, on epic trips that will shape their lives forever."
Credits:
CONTIKI
Managing Director: Toni Ambler
Marketing Director: Maria Parisi
Head of Marketing: Jayesh Kesry
Studio Art Director: Casey Hinde
Marketing Manager: Dean Vowles
Marketing Specialist: Sasha McAlister
Global Chief Marketing Officer: Lottie Norman
Global Brand & Partnerships Director: Rachel Storey
Head of Creative Communications: Dominic Oliver
Senior Marketing Manager: Natalie Turner
Senior Designer: Amy Irwin
Video Lead: Soli Chaban
VIDEO PRODUCTION – PINZUTU FILMS
MEDIA & DIGITAL PARTNER – RESOLUTION DIGITAL
