Contiki launches ‘Live the Legend’ campaign

Contiki has launched a new omni-channel campaign focusing on “international travel, build[ing] brand awareness, and redefin[ing] the meaning of legendary travel experiences for the next generation of Australians.”

The announcement:

Leading youth social travel brand Contiki announces the launch of ‘Live the Legend’, an omni-channel campaign that aims to ignite excitement for international travel, build brand awareness, and redefine the meaning of legendary travel experiences for the next generation of Australians.

But ‘Live the Legend’ is more than just a marketing campaign; it’s a call to action for young Aussies 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.

“For a 23-year-old who is fresh out of school, the sense of opportunity is overwhelming, but totally exhilarating,” says Maria Parisi marketing director Contiki Australia. “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. In addition, the campaign will feature in an outdoor push in traditional OOH, street posters, billboards, tram and bus portraits. Furthermore, Contiki-owned channels will share engaging content related to the campaign.

As part of ‘Live the Legend’, Contiki is reconnecting with past travellers by inviting them to share their legendary Contiki stories for a chance to win a $5000 Contiki voucher. Whether it’s reminiscing about the time you ticked off your seventh world wonder, swam alongside whale sharks in Mexico, put yourself out of your comfort zone to strike up a conversation with a stranger, conquered your fear of heights in Cappadocia, or got a matching tattoo of the Eiffel Tower with a newfound friend, Contiki encourages participants to relive their most unforgettable experiences and inspire them to plan their next life-changing trip.

Parisi, expressed her enthusiasm for the ‘Live the Legend’ campaign, stating: “Contiki has long been a rite of passage for young Aussies, 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-ever Contiki trip brought together a group of strangers who made their way around Europe – can you get a more legendary origin story than that?

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. ”

‘Live the Legend’ represents a bold new chapter in Contiki’s famed story, reaffirming its commitment to empowering young travellers to embrace the extraordinary and live life to the fullest.

For more information about the ‘Live the Legend’ campaign and to join the adventure, visit www.contiki.com/en-au/activity/live-the-legend

Source: Contiki


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