Contiki & We Are Social AUS ‘switch on social travel’ – adobo Magazine

SYDNEY, AUSTRALIA — Contiki, the worldwide chief in social journey, has partnered with socially-led inventive company We Are Social Australia for an initiative that flips the script on conventional journey influencer advertising and marketing. “Switch On Social Travel” is a social-first marketing campaign that encourages creators to disconnect from their social platforms and absolutely immerse within the journey expertise.The marketing campaign took a various group of 17 influencers from the US and Australia, boasting a mixed following of 20 million customers, predominantly aged 18 to 35, for an epic journey by way of Portugal and Spain.In a class awash with the identical drained journey content material, Contiki sought to redefine the journey expertise by doing the unthinkable: difficult these journey influencers to fully unplug from social media for everything of the journey. Freed from the stress of posting and searching for validation on social media, the influencers delved deeper into cultural experiences, fashioned significant relationships, and rediscovered the enjoyment of dwelling within the second.
“As we proceed to evolve the journey expertise, we’re inspiring vacationers to actually have interaction with the world round them,” mentioned Melissa DaSilva, North America President at Contiki. “This marketing campaign redefines the traditional use of social media within the tourism trade. It’s about inspiring the viewers to rediscover the true essence of journey – connections made, cultures explored, and recollections created away from the digital gaze.”Throughout the social experiment, Contiki’s channels offered followers with sneak peeks of the journey by way of partaking video content material, capturing the essence of the journey and the genuine connections made by the contributors. The seven-day journey was documented with over 30,000 pictures and 40 hours of footage produced, which have been edited into quick and long-form movies, from informal vlogs to fantastically edited movies that spotlight the enjoyment of immersive journey. After reconnecting on-line, the creators shared their experiences, enriched by their time offline with their followers, sharing their tales and answering questions from the viewers. The marketing campaign has been rolled out globally throughout Instagram Reels (Log off, Daily recap, Zipline exercise reel, Log on, Main movie), YouTube, TikTok, and different digital platforms, revealed throughout Contiki and the influencers’ channels.Ben Clare, Executive Creative Director at We Are Social, mentioned, “For youthful generations, by no means earlier than has the stress to immortalize a vacation or expertise right into a flawless social media publish been so nice. But doing so mockingly detracts from the enjoyment of journey and being absolutely current within the second. It’s clearly fairly unconventional to interact journey influencers in a manner that really reduces their time on-line. Still, thus far, it’s confirmed to be a strong message: journey is extra enriching whenever you reside within the second, not simply seize it.”CREDITS:BRAND: CONTIKIVP of Marketing and Communications: Rita KellyGlobal Brand & Partnerships Director: Rachel StoreyDirector of Marketing: Yuri ParkSenior Marketing Manager: Natalie TurnerHead of Creative Communications: Dominic OliverCREATIVE AGENCY: WE ARE SOCIALAccount Director: Polina PatrouchevaGroup Account Director: Helene IoakimidisStrategy Director: Russ MitchinsonExecutive Creative Director: Ben ClareAssociate Editorial Director: Michele DannoCreative: Camden ChanEditorial Director: Ruaridh O’DonnellExecutive Producer: Lucinda HaydenDesigner: Cynthia VuPRODUCTION COMPANY: MY MEDIA SYDNEYDirector: Mikki YoungerCreative Director: Mitchell McKayHead of Design and Post Production: Phillip Antonio LemosAFFILIATE MARKETING AGENCY: ALL-INCLUSIVE MARKETINGDirector of Strategic Operations: Jen WatsonAccount Director: Natalie FillionAccount Manager: Nate Sielk

https://www.adobomagazine.com/campaign-spotlight/contiki-challenges-influencers-to-switch-on-social-travel-in-new-campaign-via-we-are-social/