May 8, 2024, 9:55 AM | Written by Ricky Green | No Comments
Contiki, the world leader in social travel, has partnered with social-led creative agency We Are Social Australia to disrupt traditional travel influencer marketing.
“Switch On Social Travel” is a social-first campaign that encourages creators to disconnect from social platforms and fully immerse themselves in the travel experience.
The campaign features a diverse group of 17 influencers from the US and Australia, with a combined following of 20 million people, mostly between the ages of 18 and 35, and an epic trip through Portugal and Spain. I participated in. But in a category filled with the same boring travel content, Contiki set out to redefine the travel experience by doing the unthinkable. Request these travel influencers to completely disconnect from social media for the entirety of your trip. Freed from the pressure of posting on social media and seeking approval, influencers delved deeper into cultural experiences, built meaningful relationships, and rediscovered the joy of living in the moment.
Melissa DaSilva, President of Contiki North America, said: “As we continue to evolve the travel experience, we are encouraging travelers to truly engage with the world around them. This campaign redefines the traditional use of social media in the tourism industry. The idea is to invite audiences to rediscover the true essence of travel: the connections made, the cultures explored, and the memories created away from the public eye.”
Throughout the social experiment, Kontiki's channel provided fans with an inside look at the journey through engaging video content, capturing the essence of the journey and the authentic connections made by participants. The seven-day trip was documented with over 30,000 photos and his 40 hours of footage, compiled into short and full-length videos ranging from casual vlogs to beautifully edited films that highlight the joys of immersive travel. I did.
After reconnecting online, creators shared with their followers their experiences enriched by their time spent offline, sharing stories and answering questions from viewers.
The campaign is rolling out globally on Instagram Reels, YouTube, TikTok and other digital platforms, and is live across Contiki and influencer channels.
Ben Clare, Executive Creative Director at We Are Social, said: “For younger generations, there has never been more pressure to immortalize their holidays and experiences in the perfect social media post. It takes away from the joy of being fully present in the moment. It's obviously pretty unconventional to engage with travel influencers in a way that actually reduces time spent online, but so far this has proven to be a powerful message. It's proven that traveling is not just about capturing the moment, it's about living in the moment.
Instagram Content: Logoff, Daily Recap, Zipline Activity Reel, Logon, Main Film
Brand: Kontiki
Vice President of Marketing and Communications: Rita Kelly
Global Brand & Partnership Director: Rachel Storey
Marketing Director: Yuri Park
Senior Marketing Manager: Natalie Turner
Head of Creative Communications: Dominic Oliver
Creative agency: we are social
Account Director: Polina Patrucheva
Group Account Director: Helene Ioakimidis
Strategy Director: Russ Mitchinson
Executive Creative Director: Ben Claire
Associate Editorial Director: Michele Danno
Creative: Camden Chan
Editorial Director: Ruaridh O’Donnell
Executive producer: Lucinda Hayden
Designer: Cynthia Vu
Production company: My Media Sydney
Director: Mickey Young
Creative Director: Mitchell McKay
Head of Design and Post Production: Phillip Antonio Lemos
Affiliate Marketing Agency: Comprehensive Marketing
Director of Strategic Operations: Jen Watson
Account Director: Natalie Fillion
Account Manager: Nate Sheik
