TORONTO — Contiki, leaders in experiential travel for 18- to 35-year-olds, has launched a new campaign designed to entice Millennials to “forget about drafting a lifelong bucket list” and instead “travel now.”
#Travelgoals, which launched Canada-wide on Jan. 18, is an eight-week campaign featuring a new destination each week: Germany (Jan. 18-22); Spain (Jan. 25-29); Ireland (Feb. 1-5); Greece (Feb. 8-12); Italy (Feb. 15-19); Thailand (Feb. 22-26); Peru (Feb. 29-March 4); and Australia (March 7-11). To help promote each destination, several tourist board partners have joined the campaign, including Germany, Spain, Tourism Ireland and Thailand.
Each week, Contiki will offer a booking discount related to the destination featured. For Week 1, for example, the company is offering $150 off all trips through Germany. Each week’s offer will only be available for the week the destination is promoted, and will expire as the following destination is launched.
Contiki has also incorporated a contest called ‘Dream #Travelgoals Experience’ into the campaign in which one lucky winner will be awarded a grand prize pack that includes a $2,000 Contiki trip voucher, $1,000 air credit, Dakine suitcase, Beats headphones, Hitcase Snap and Pro, Swell bottle, RayBan sunglasses, Saje Wellness travel pack and a Kobo e-reader. For a chance to win, travellers are encourage to upload a picture on Twitter or Instagram that best represents their ultimate travel goals. Posts must be tagged with #travelgoals, @ContikiCanada (Twitter) and @Contiki (Instagram) to be considered.
In addition, weekly prize packs will be awarded to travellers who submit their details on the campaign landing page at travelgoals.ca. The prize pack for Week 1 includes a Lonely Planet book, FitBit, journal and a HitCase.
Travel agents can also join in on the fun – for every passenger sold, the agent’s name will be entered into a weekly draw for a chance to win a Contiki backpack filled with a Contiki beach towel, $50 Contiki merchandise store voucher, glass water/tea bottle, travel wallet, notepad and a $150 Visa gift card.
Contiki, known for its innovative and engaging campaigns, is particularly excited about #Travelgoals, which it insists has a different feel to prior campaigns like #MyContiki, launched last year. According to Brad Ford, President of Contiki Holidays, while previous campaigns focused more on educational messaging, #Travelgoals is more sentiment-driven.
“There are 4.8 million Millennials across Canada and they’re hungry for experiences and to expand their knowledge of the world,” he told Travelweek. “According to recent studies, this year in particular Millennials are foregoing gadgets and the latest must-haves for authentic experiences. This campaign is all about that; in addition to being price-driven, #Travelgoals is very much aspirational.”
Ford goes on to say that Millennials are practical and knowledgeable, and that they haven’t hit the “linear boundaries” someone in their 40s would.
“Millennials are still open to dreaming but still need a bit of nudging when it comes to making big decisions,” he says. “We see our brand as a peer, an impartial voice that just wants them to travel. We see it as our obligation to inspire Millennials to tick off their travel goals now. Future you will thank you!
Over the course of eight weeks, the campaign will feature a mix of Contiki-owned and influencer images with a specific goal attributed to it (ie. #relationshipgoals, #foodgoals, etc.). Video content will also be integrated when available, as well as links to Contiki’s Six-Two blog (Contiki was founded in 1962). In addition, designated “influencers” – well-known Millennials with social media influence – will be featured each week to help carry out brand messaging.
For more information visit travelgoals.ca.
