Global youth travel expert Contiki has launched Contiki Squad 2.0 in a nationwide hunt for a squad of 18 to 35-year-olds to travel Europe together through a social campaign developed with Westhaven agency Chemistry Interaction.
The campaign asks young New Zealanders ‘What would you do?’ to be part of Contiki Squad 2.0 and has already seen a large number of inventive video entries from across the country – including a contestant from Auckland who went to work in full scuba gear, an Upper Hutt man who ran across lego eating the hottest chilli he could find, and a young Christchurch woman who went on 50 first dates.
The finalists are currently battling it out on the Contiki Squad Facebook page (www.facebook.com/contikisquad) to win the votes of their peers and become one of the lucky four to be awarded a place in the squad, who will travel on a nine-day European Magic trip with flights provided by STA Travel in April.
Kicking off earlier this month, the campaign has already reached over 400,000 Kiwis, supported by messages from STA Travel, Phantom Billstickers and radio advertisements.
“This sort of campaign is perfect for the social space.”
“Last year, the inaugural Contiki Squad picked up a Silver International Echo in the Transportation & Hospitality/Travel category, a huge achievement for a campaign that was created in two weeks on an extremely tight budget,” says Travel Corporation NZ marketing & comms director Tony Laskey.
“This year, our aim was to go bigger and better and we’re already well on our way to achieving that.”
“The team at Chemistry have demonstrated a genuine understanding of the Contiki brand positioning Travel Creates You and our audience’s needs, and have delivered another incredibly engaging experience to them.
“We’re going to be following and challenging the squad on their trip through Europe, which will create even more fantastic content for Contiki.
Chemistry account director Mel Moss said: ‘Building on last year’s success was certainly a challenge, but we’ve taken things up a notch and our audience have responded in droves.
“This sort of campaign is perfect for the social space and we can’t wait to see who’s going to be voted in to this year’s squad.”
About Chemistry Interaction
Chemistry Interaction is one of NZ’s most awarded integrated independent agencies, working with New Zealand’s best-loved brands. We take the science of strategy, technology and data and mix it with the art of insight and creativity to create results-driven ideas for our clients.
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