Contiki Holidays Canada Turns Up the Heat with 'Have You Done it?' Campaign

The leading youth travel company for 18 to 35 year olds creates new provocative viral video and interactive contest campaign 

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TORONTO, Jan. 31 /CNW/ - Contiki Holidays ( launches its most provocative on-line campaign yet, 'Have You Done it?'( to promote its compelling travel brand and to reach its target audience of 18 to 35 year olds consumers through various social media channels and guerrilla marketing tactics. The integrated campaign incorporates a creative treatment of evocative imagery and suggestive storyline which will provoke and titillate viewers. The racy video alongside its clever tagline leverages a contest Call-to-Action and leads to an immersive microsite experience to promote sharing of travel videos, pictures, stories, ideas and the campaign message itself.

The video invites viewers to participate in Contiki's national on-line contest by submitting their favourite travel photo or video story for a chance to win the grand prize of a fourteen day 'Spanish Spree' Contiki trip for two including airfare and spending money.  The approximate retail value of the prize is $10,000 CDN.  Other prizes include Contiki travel gift certificates, a digital camera, luggage and an iPad.

The viral video and contest teaser spots were produced by Gloss Creative's Director, Trevor Francis whose extensive past experience as an award winning MuchMusic director enabled him to capture sensual images with an edgy, urban feel, reflective of Contiki's consumer demographics.

"Embarking on a Contiki trip is rite of passage for young adults so we conceptualized our new tagline, 'Have You Done it?' as a time sensitive Call-to-Action for our travellers to seize the moment as a voyage of self-discovery, we have incorporated our brand's sense of playfulness and tongue-in-cheek attitude, said Brad Ford, President of Contiki Holidays Canada, "Contiki is showing our customers all the pleasures and wonders of exploring the world with like-minded travellers while having the time of their lives, by not taking ourselves overly seriously."

Ford who spearheaded the campaign, acknowledged that it was a collaborative effort.  Contiki's PR & Marketing team worked with SPOKE Agency which specializes in integrated campaigns to connect to on-line communities and lifestyle & entertainment websites through digital platforms.

To plan the media tactics, SPOKE targeted savvy, urban students and professionals, as well as 'gifters' in the upper age range. The placement strategy predicts behavioural context on lifestyle websites and the creative invokes action. "In short, we're using these suggestive ads to parallel an unexpected adventure. It's a funny, wait-and-see what'll happen play," said Kai Exos, CCO, SPOKE Agency. The creative agency in Toronto will continue to manage the month-long contest and integrated campaign across social, online and guerrilla activities.

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About Contiki Holidays:
Contiki has inspired students and young professionals, 18 - 35 year olds to travel to the world's most fantastic destinations for 49 years. The trips are hassle-free and include the perfect mix of sightseeing, culture and free time. Choose from over 190 itineraries throughout Europe, Russia, Egypt, Southeast Asia, Australia, New Zealand, Mexico, Canada & the USA.
For more information, visit

SOURCE The Travel Corporation

For further information:

Media Contact:
Marie Anne MacRae
Public Relations Director
Contiki Holidays Canada
(416) 915-7016

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The Travel Corporation

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