A brand that has stood the test of time.
Youth travel operator Contiki has partnered with Australian TikTok creator Millie Ford for the Sixties Suitcase Challenge.
Swapping her smartphone, auto-translate and GPS for a vintage suitcase containing a Polaroid, papermaps and some Swinging Sixties fashion, Millie experienced a Contiki tour straight from 1962.
Created with Eleven, the campaign documents Ford's retro adventure through modern day Europe with only the essentials and the company of her Contiki trip mates. The campaign has social travel and making lifelong friendships at its heart, something that has stood strong for the Contiki brand experience since it began.
Toni Ambler, managing director of Contiki in Australia and New Zealand, said: "As we look back on the previous 60 years of travel, it's fascinating to see the changes and innovations around how people choose to travel, and the way the brand has evolved to meet the needs of our travellers.
"We’ve seen such an evolution in popular destinations and travel styles, as well as the changes technology has brought to the overall travel experience. But when you pull apart the trends, the one thing that has remained constant over these last 60 years is the desire for human connection and to have a social travel experience whilst making memories for life.
“Since our first tour to Europe in 1962, each trip has been designed to deliver the things we’ve always loved about travel: new memories, new experiences, and new friends. Contiki tours have always been best experienced with friends, old or new. Technology is optional."
Eleven’s executive creative director, Russ Tucker, says: “Contiki is a brand that has stood the test of time, proving that with or without a smartphone and an internet connection, what really matters when it comes to travelling are the moments you make with the people you meet.”
Credits
Brand: Contiki
Toni Ambler - Managing Director
Anna Neville - General Manager, Marketing
Jayesh Kesry - Head of Media and Communications
Sasha McAlister - Content Marketing Specialist
PR and content: Eleven
Production: Bolt
Media agency: Resolution
