Contiki Switch On Social Travel: Redefining the Essence of Travel
Contiki, the global leader in social travel, has embarked on an innovative initiative in collaboration with We Are Social Australia, a socially-led creative agency. The campaign, aptly named “Switch On Social Travel,” aims to flip the script on traditional travel influencer marketing. Instead of encouraging influencers to document every moment, this campaign invites them to disconnect from their social platforms and immerse fully in the travel experience.
Disconnect to Reconnect
The “Switch On Social Travel” campaign took 17 influencers from the US and Australia, with a combined following of 20 million users aged 18-35, on an extraordinary journey through Portugal and Spain. In an industry saturated with repetitive travel content, Contiki sought to redefine the travel narrative. The influencers were challenged to unplug from social media entirely during the trip. This approach allowed them to engage more deeply with the cultural experiences, form genuine relationships, and rediscover the simple joys of living in the moment.
A New Perspective on Travel
Melissa DaSilva, North America President of Contiki, emphasized the campaign’s mission: “As we continue to evolve the travel experience, we’re inspiring travelers to truly engage with the world around them. 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.”
The influencers’ journey was meticulously documented through over 30,000 photos and 40 hours of footage, capturing the essence of their experiences and the authentic connections they made. These materials were transformed into a variety of video content, ranging from casual vlogs to beautifully edited films that highlighted the joy of immersive travel.
Sharing the Journey
After their time offline, the influencers reconnected with their followers, sharing enriched experiences and stories. This approach provided a refreshing perspective, emphasizing the value of being present and fully engaging with the surroundings rather than constantly seeking validation through social media.
The campaign has been rolled out globally across multiple digital platforms, including Instagram Reels, YouTube, TikTok, and more. Both Contiki and the participating influencers have published this content, reaching a wide audience.
The Impact of Living in the Moment
Ben Clare, Executive Creative Director at We Are Social, remarked, “For younger generations, never before has the pressure to immortalize a holiday or experience into a flawless social media post been so great. 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.”
Conclusion
The “Switch On Social Travel” campaign by Contiki offers a powerful message in today’s digital age: the most enriching travel experiences come from genuine engagement and presence. By challenging influencers to unplug, Contiki has not only redefined travel influencer marketing but also highlighted the true essence of travel. This campaign serves as a reminder that the most memorable moments are often those not captured on camera but lived fully in the present.
This professional campaign titled “Switch On Social Travel” was published in Australia in May 2024 and was created for the brand Contiki by the ad agency We Are Social Australia. It relates to the Travel and Tourism industry and contains 1 media asset.
