Effies
Australia
Contiki – Inspiring a New Generation to Live Their Own Legend
Agency
Not Bad Pretty Good
Client
The Travel Corporation
Awards
Finalist
Youth Marketing
Summary
After a long history as a rite of passage for young Australians, Contiki faced challenges from a loss of relevance and a decline in awareness among Gen-Z travellers. The brand's mission became clear: to introduce itself to a new generation and show them what makes Contiki legendary. The campaign sought to re-establish the brand's distinctiveness by reframing its image, igniting an appetite for adventure, and proving that the travellers themselves are the heart of the Contiki experience.
Case study
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Credits
| Joel Pearson | Partner | Not Bad Pretty Good |
| Craig Brooks | Partner | Not Bad Pretty Good |
| Maria Parisi | Marketing Director Oceania | The Travel Corporation |
| Jayesh Kesry | Head of Marketing – Contiki | The Travel Corporation |