Contiki encourages travellers to ‘switch on social travel’ in new campaign via We Are Social
Social travel company Contiki has partnered with We Are Social for a social-first campaign that aims to flip the switch on traditional travel influencer marketing.
‘Switch On Social Travel’ encourages travellers to disconnect from their social platforms, and fully immerse themselves in the travel experience.
The campaign saw 17 influencers from Australia and the US – including popular Australian teacher Mr Luke and American foodie Cydoesthings – take a trip through Portugal and Spain. The travel company aimed to redefine the travel experience, by challenging the influencers to completely switch off from social media for the entirety of the trip.
“As we continue to evolve the travel experience, we’re inspiring travellers to truly engage with the world around them,” said Melissa DaSilva, North America president of Contiki.
“This campaign redefines the conventional use of social media in the tourism industry. It’s about inspiring the audience to rediscover the real essence of travel – connections made, cultures explored, and memories created away from the digital gaze.”
As a result, the influencers were able to dive deeper into cultural experiences, form more meaningful relationships and rediscover the joy of living in the moment – all said to be elements of a Contiki tours.
Throughout the seven-day journey, We Are Social documented over 40 hours of footage, which has since been edited into short and long-form videos for the campaign.
“For younger generations, never before has the pressure to immortalise a holiday or experience into a flawless social media post been so great,” said Ben Clare, ECD at We Are Social. “But doing so ironically detracts from the joy of travel and being fully present in the moment.
“It’s obviously pretty unconventional to engage travel influencers in a way that actually reduces their time online, but so far it’s proven to be a powerful message: travel is more enriching when you live in the moment, not just capture it.”
The campaign is live globally across Instagram reels, YouTube, TikTok and other digital platforms, published across Contiki and the influencers’ various channels. The creators have shared their experiences with their followers, sharing stories and answering questions.
Credits:
BRAND: CONTIKI
VP of Marketing and Communications: Rita Kelly
Global Brand & Partnerships Director: Rachel Storey
Director of Marketing: Yuri Park
Senior Marketing Manager: Natalie Turner
Head of Creative Communications: Dominic Oliver
CREATIVE AGENCY: WE ARE SOCIAL
Account Director: Polina Patroucheva
Group Account Director: Helene Ioakimidis
Strategy Director: Russ Mitchinson
Executive Creative Director: Ben Clare
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: Mikki Young
Creative Director: Mitchell McKay
Head of Design and Post Production: Phillip Antonio Lemos
AFFILIATE MARKETING AGENCY: ALL-INCLUSIVE MARKETING
Director of Strategic Operations: Jen Watson
Account Director: Natalie Fillion
Account Manager: Nate Sielk
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Look love the idea – its just more funny that when you think that they are probably having to spend more time posing with a large film crew than really just enjoying the moment
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