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.