Contiki Holidays repositions with ‘#noregrets’ to boost youth appeal

Travel brand Contiki Holidays has repositioned its brand to boost its appeal among young people.

“The feedback we were getting about our marketing was that we weren’t articulating the emotional rewards of Contiki,” the brand’s international brand director Alastair Campbell told Mumbrella.

“We wanted to position ourselves around the emotional benefits of travelling while you’re young,” he said.

The brand, which is targeted at 18-35 year olds, has introduced the new slogan, #noregrets.

Advertising around the brand revamp has kicked off in Europe and is now to roll out in Australia.

“We are competing with the many distractions young people have in their lives. Do they buy a Mac book, or do they go on holiday?” Campbell said.

The news come as Contiki’s owner, The Travel Corporation, is undergoing an advertising pitch. Oddfellows Affinity, Bohemia, 303Lowe and Carat are among those in contention for the business. 303Lowe is the incumbent.

Comments


  1. Penguin Alert
    7 Dec 12
    1:17 pm

  2. One day, you’ll wake up old and married, and realise that you’ve never had a threesome in a public place with people you just met. #noregrets.

  3. Con the Kiwi
    7 Dec 12
    1:37 pm

  4. #noregrets? Is sometime taking the Piaf?

  5. Ally
    7 Dec 12
    2:05 pm

  6. Hashtags are the new QR code.

  7. Dwayne
    7 Dec 12
    3:11 pm

  8. Why didn’t they just use that instead – “have a threesome in a public place with people you just met!” Now THAT would pack ‘em on the buses!!!!

  9. Aussie22
    8 Dec 12
    11:06 am

  10. #noregretsuntilisawthebogansonthebus

  11. OzOiOiOi
    8 Dec 12
    3:41 pm

  12. One day Contiki will just start being themselves instead of trying to be something they are not. If you want to get drunk and party on your Europe Holiday you book with Contiki. Whats wrong with that? Just accept what you are. All this “positioning” is just another way of saying we don’t even like what we do.