Contiki captures millennial travellers with user-generated content

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

This year, youth travel brand Contiki turns 55. Launched in 1962 by a bunch of Aussies and Kiwis in a minivan heading off to tour Europe, the brand that began life marketing itself to the Baby Boomer generation has reinvented itself again and again.

W

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands