Micro-Influence Campaign for Contiki. Seneca SoMe - Influence Based Marketing (SMD204)

1. Amandine Bula - SMD204 - Influence Marketing Campaign

2. At the age of 23, John Anderson travelled from New
Zealand to London, UK to discover Europe. At this time, he
didn’t have much money, he put a deposit on a minibus,
gathered a group of people to travel with and at the end,
they spent 12 weeks together around Europe.
The following summer, in 1962, he decided to promote
his idea and was able to create 2 trips. This is how the
concept of Contiki took shape.
Contiki, now operated by TravCorp, is a travel company
that specializes in organizing trips for 18-to-35
years-olds. They offer over 270 trips around the world,
going from 3 days to 55 days and from $355 to $11,595.
Each trip includes the accommodation (hotel, hostels,
camping), transport (bus, mini-bus, boat), meals
(continental breakfast, local dinner), sights. Only the A/R
flight is not included in the price.
Since 1962, they’ve had 2,000,000 travellers.
Contiki mantra is #NOREGRETS - living in the moment,
pushing past your comfort zone, experiencing your youth
to its fullest, challenging yourself, loving every single
moment.

3. Target Audience
Demographic:
● Youth between 18-35 years old
● 55% of their travellers are female and 45% are male
● Average traveller age is 26 years old
● Travellers from all the corners of the globe
● Living in urban to suburban environment
● Any ethnicity
Behaviour:
● 55% are solo travellers & 45% travel with friends/in couple
● Wanderlust syndrome: open-minded, curious,
adventurous, both introvert and extrovert, traveller,
energetic

4. Target Audience
● Tourism
● Savings
● Organized trip
● Meet new people
● Being a part of a community
● Discovering a new country/culture
Motivations

5. Pre-Purchase Life Cycle
The audience is in the Consideration Stage, they are
already aware of the Contiki Tours. They are evaluating their
options between signing up for a Contiki trip or going with a
classic travel agency or a D.I.Y. alternative.
Disruptive Factors:
● Economical
Contiki trips have a certain cost. The purchase depends on the
professional status of the future customer. If they have a stable
job or not, a full-time job or part-time job or are students. It will
also depend if the audience has a mortgage, some properties to
look after…
● Groupthink
Some people in their surrounding might encourage them, thinking
they are brave and even envy them to go on such an adventure.
Some others might bring them down because of their own fear of
the unknown (culture, people, country).
● Personal
The purchase of such a product not only depends on the
individual, it also depends on the family situation. If the potential
customer is single, married, in a couple, with or without children.
● Emotional
The emotional stage where the customer is can also affect a
purchase. E.g. a person after a breakup might want to escape.

6. Micro-Influencers
Previous Contiki Travellers
Previous Contiki Travellers are sharing their experience on
their personal platforms by using various hashtags like
#contiki, #contikifamily, #contikitours, #contiki2016. Their
hashtags are useful to Contiki to advertise their business
on a large scale.
Contiki Tours falls back on User Generated Content. They
use it to feed their own social media platforms.
There is a ‘Review’ section on Contiki website for any
previous travellers to share their experience and they can
become Contributor on their blog Six-Two.
The travellers can also share their experience on third
party website.

7. Macro-Influencers
1. YouTubers / #TheRoadTrip
In 2012, Contiki decided to work with 14 YouTubers from
all around the world. They gathered a group who created
various types of content (lifestyle, humour, beauty,
fashion…) and sent them on a 10-day trip in Europe. This
trip resulted in over 8 million views of vlogger and
Contiki content.
#TheRoadTrip was repeated with recurrent and new
YouTubers in 2013 (Australia), 2014 (Europe), 2015 (Asia)
and 2016 (Peru).
2. Daily Vlog
The Contiki is creating their own professional video to
promote the different destinations. Recently, they also
provide a camera to their team members/travel guides
and they are vlogging for YouTube while they are
accompanying the travellers on their trip.

8. N E W Z E A L A N D

9. Campaign Goals
#TheRealRoadTrip
New Zealand is rarely in the top travel destinations.
The purpose of this campaign is to bring back New
Zealand as a Top 1 destination for the 18-to-35
years-olds.
1. Increase Contiki overall sales
2. Increase New Zealand sales, reach 100 individual
bookings (3 group trips) in Q4 2017 and in Q1 2018
(Spring & Summer Seasons in NZ)
3. Reach a constant 650K visitors per month*
4. Generate 5,000 views on each vlog
* at the moment it fluctuates between 400K & 770K
https://www.similarweb.com/website/contiki.com#overview

10. The Campaign
#TheRealRoadTrip
With the #TheRoadTrip campaign, Contiki sent YouTubers
around Europe (in 2012 and 2014), Australia, Peru and Asia.
In 2017, for their 55th anniversary, Contiki would collaborate
with “ordinary people” and gather a group of 16 people from
around the world to explore, John Anderson origin country,
New Zealand since it was never done.
How to gather a group?
Contiki runs contest from time to time but those contests are
for individuals going on separate trips. The contest will be
advertised on Contiki website and will offer a trip worth
$3.080 to 16 people. To qualify, the contestants need to
upload a short video about their city.
Key dates:
- July 1, 2017: Contest launch
- September 1, 2017: Last day for the video submission
- September 15, 2017: Winners announcement

11. #TheRealRoadTrip
The prize : The BIG TIKI Trip
The group will travel in October for 17 days in 17
cities in New Zealand going from Queenstown to
Auckland.
The trip is worth $3,080 per person and includes:
- Accommodation
- Transportation
- Meals (breakfast & dinner)
- Sights
- 24/7 team.
The A/R Flight to NZ is not included.
For a full description of the itinerary,
see Contiki website.

12. ● Before the trip, the winners will announce on their social
platforms, they are going on a trip with Contiki and their friends
& family should subscribe to Contiki YouTube channel to follow
them on this adventure.
● Each day of the trip, only 1 designated person will be required
to vlog the activities from his/her point of view. During the
other days, they can keep vlogging with their own materials for
their own enjoyment.
● A technical team will be following the group to collect the
footage, edit them, create the video upload it on YouTube
(User Generated Content) and share it on Contiki social
platforms. They will also be responsible for having the material
ready (batteries or offer another type of camera depending on
the activity (E.g. GoPro).
● Under each video, there will be a link to Contiki website, to the
page for The BIG TIKI Trip and also 15% promo code valid on
any reservation placed during Q1 2017.
Vlogger for a day

14. Eligibility rules
This international contest is open to anyone between 18
to 35 years old at the Contest opening date, July 1, 2017.
The contestants need to have a valid passport and be
available during October 2017 to fly to New Zealand for 17
days, the exact dates will be at the discretion of the
company.
The contestants do not need a background in editing,
filming, photography or YouTube channel. They will submit
a link to a short video about their hometown.
Only one entry will be accepted per person. Multiple
entries from the same person will be disqualified.
The contestants are willing to give their full consent to be
recorded and being published on Contiki website and
social media platforms.
The contestants live behind the mantra #NOREGRETS

15. Video Requirement
To enter the contest, the participants need to upload their contact
information and a short video (one video per contestant) about their
hometown.
● Subject: Make us discover your city
● Length: 3 to 5 minutes video
● Format: YouTube link
● Submissions end: September 1, 2017 at 5:00PM
The video doesn’t need to be edited or shot with a professional
camera, videos created with a smartphone will be accepted. The
contestant doesn't need to appear in the video.
The submissions will be reviewed by the marketing team and the
winners will be selected based on the creativity, originality and overall
presentation. The winners will be contacted by telephone or by email
the following Monday, September 4, 2017. If a winner cannot be
reached within 5 days following the first attempt of contact, declines
the prize, or fails to return the required release form, the prize shall be
forfeited and Contiki will select another winner.
The winners will be announced on Contiki website on September 15,
2017 at 9:00 AM. The page will include all the winners’ first name, a
profile picture and where they are coming from.

16. Before #TheRealRoadTrip
● The number of contest entries
● The demographics behind the contestants to
better understand who is our audience
Social Media Measurement
● The following growth on Contiki social platforms
● The number of views, likes, comments on Contiki
social platforms
● The web traffic (volume and source) with Google
Analytics
Sales Measurement
● The number of sales where the promo code was
used (conversion)
● The increase in overall sales and New Zealand
sales until the end of Q1 2018 to see how the
campaign had an impact on the sales
Measurement

17. The goal of #TheRealRoadTrip campaign is
returning to the very essence of Contiki: young
men and women who don’t know each other
sharing an incredible adventure together.
By working with ordinary people instead of
YouTubers, Contiki will also demonstrate they
have their customers interests close to their heart.
It will be interesting to compare the number of
impression and the increase in sales from
#TheRoadTrip to #TheRealRoadTrip. And if it
worked well, Contiki could reattempt the
experience the following year or alternate the
editions.

18. N E W Z E A L A N D