Contiki EPD2 Campaign

Mt. Seymour

Project Overview

Meet the Contiki Travel Styles

In response to the backlash to homogenous “millennial marketing” - our consumers understand there is no such thing as one type of millennial and no such thing as a one-size-fits-all millennial product. Diversit and inclusion are demanded of brands and this campaign was Contiki's way of showcasing that group travel experiences can be just as unique as the travelers themselves.

Creative Brief

Getting Over the 'Booze & Bonk' Reputation

By showcasing the 8 different travel styles, Contiki could tailor the messaging and experience to all the different travelers that wants to do a Contiki, including the older millenial audience of 25-28 who want to experience more in-depth and freestyle time in each destintation with the new travel style: independant insider.

We launched the travel styles campaign with a travel style quiz via a cute and audience friendly Facebook messenger chat bot that matches the quirks and personalities of travelers with their idea Contiki Tours based on their travel style. These travel styles and the quiz were promoted through organic and paid social posts on Twitter, Facebook and Instagram.

View Strategy Online coverage here.

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Digital Marketing

Affiliate Banners

I decided to take a less traditional way to execute the digital banners using the more neon teal colour paired with the bright fuschia buttons which performed exceptionally well. These banners outperformed the other 9 contiki regions worldwide and were picked up to help boost conversion in other regions like Contiki biggest operating regions: Contiki Australia and Contiki UK.

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External Channels and Print

Print Media

Direct advertising is not the only tool Contiki uses. With the power that travel agents have in selling Contiki to adventure seekers, every campaign issues a custom trip promo flyer, poster, and other miscellanious items out to travel consortia and partners to keep Contiki top of mind for sales agents across the country.

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Credits
Campaign Design and Art Direction: Lea Gucciardi | Marketing Strategy + Canadian Creative Director: Lauren Howard | Copywriting & Digital Content: Chantal Ford | Landing Page Design + Development: Lea Gucciardi

Selected Works

StaplesPitching a redesign and in-house brand launch of the retail giant

Citi Bank - DuplicateProduct redesign of Disputing charges on your Citi® Credit Card

Contiki HolidaysCanadian Q2 Multimedia Campaign Art Direction

Indigo Baby Brand TemplatesRebranding of templates for paid brand experience landing pages.

Citi BankUser testing concepts for balance transfers

iceni dataA industry disrupting brand and their online app, created from the ground up.

SiteCMRebranding a Web based CMS and complete overhaul of the backend manager

Contiki EPD1 CampaignMultimedia Campaign Art Direction

Stonz WearHelping a multi-lingual, multi-currency and multi-warehouse brand increase their mobile conversions.

RogersDigital Marketing for Q1 2019

Mt. SeymourImproving the online booking system for the go-to ski resort for local Vancouverites.

TCSRebranding an established private sector care giving company and creating their intranet.

SousVide SupremeElevating an established international supplier by combining their B2C and B2B sites

ideaLEVERFull rebranding and identity for an agency and their proprietary SaaS products.

CommerceCMRebranding a CMS and complete overhaul of the backend manager