Contiki hits the road in Asian campaign

Contiki hits the road in Asian campaign
By Hannah Edensor


Fancy a roadtrip? Contiki has you covered.

The youth travel brand is taking to the road with the fourth instalment of its RoadTrip campaign, and this time, it’s heading to Asia.

After running the campaign twice in Europe, and once down under, Contiki kickstarted its fourth season on April 18 to Thailand, Cambodia and Vietnam.

YouTubers following the RoadTrip campaign will see what it’s like to experience Asia in the same way as any traveller exploring the region with Contiki, from where they stay to how they get around the destination.

With the influence of YouTubers rising among the millennial market, Contiki Australia’s MD Katrina Barry said using innovative content is key to making good campaigns.

“The authentic way YouTubers can share our story resonates with our media savvy consumers,” Barry said.

“Influencers can share the experience of travelling with Contiki in a far more compelling way than traditional advertising. The YouTubers joining Contiki in Asia have a combined base of over 20 million YouTube subscribers, demonstrating unrivalled reach into millennial consumers that would cost millions through other means.”

Contiki is teeing up with AirAsia to make the adventure happen, with the travel operator including internal flights in the cost of many of their trips in the region.

“Partnering with Contiki to help power the RoadTrip this year is a perfect fit for AirAsia,” the airline’s commercial head for Australia and NZ Stuart Myerscough said.

“We have also recently unveiled the AirAsia ASEAN pass, enabling any traveller to explore our whole South East Asian network.”

The group of influential YouTubers will be joined by expert local guides in each destination, helping travellers get under the skin of every place they visit.

And you can watch it all unfold for yourself, with Contiki creating a web series on the trip, with episodes uploaded daily to www.youtube.com/contiki, as well as streaming live videos on Meerkat with the handle @contiki.

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