Ooh Media and Uni Junkee’s integrated campaign for Contiki increases bookings by 300%

An integrated out-of-home and native content campaign for travel site Contiki by Ooh Media and Uni Junkee has successfully increased bookings by 300%.

The campaign, intended to push Contiki’s 2018 European packages, included customised creative based on time and day on Ooh digital screens across 99 university campuses nationally.

The out-of-home creative was coupled with a three-part native content series on Uni Junkee that was amplified on the panels and via Facebook.

The native content developed by the Uni Junkee team was based around mid-year breaks, money, hacks, bucket lists and experiences. These were published online, amplified on social and republished on Study.

Group director of Locate by Ooh Adam Cadwallader said the combination of the two channels worked well in targeting university students in a contextually relevant way.

“Our recent Y Gen Z are Next report shows university students are today benefiting from the access economy, with 27% earning more than $30,000 per annum through jobs with the Ubers, Deliveroos and Airtaskers of the world,” Mr Cadwallader said.

“The report shows they save 14% of their earnings for travel and 25% travel overseas at least once a year. We also know from our access to Quantium data that university students are more likely to spend across key travel segments than the average Australian.

“The combination of time of day creative on screens in environments where students congregate for a significant amount of time and the great content on the increasingly popular Uni Junkee generated 300% more student bookings for Contiki compared to the previous month.”

Contiki’s head of marketing, Vanessa Stavrou, said: “This campaign exceeded our expectations. While we knew the activity would get us in front of our core customer, we were also pleased to see it deliver such strong commercial results driving from engagement to conversion.

“Our strategic approach was to target campuses where our demographic profiling showed high intent to travel, with a unique trackable offer.

“Not only did we see uplift in sales of 300% during the campaign period, we also noted a halo effect post campaign with sales still up year on year and only a 36% drop after the campaign ended.”


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