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 their 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.
“As we continue to evolve the travel experience, we are inspiring travelers to truly engage with the world around them,” said Melissa DaSilva, president of Contiki North America. “This campaign redefines the traditional use of social media in the tourism industry. It captures the true nature of travel: connections made, cultures explored, and memories created away from the digital gaze. To inspire viewers to rediscover their essence.”
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 holidays and experiences in the perfect social media post. It takes away from the joy of being. Engaging with travel influencers in a way that actually reduces time spent online is obviously quite unconventional, but so far this has proven to be a powerful message. “Travel is enriched by not just capturing the moment, but living in the moment.''
