OMMA Award TourRadar x Contiki

Escapade Across Europe with Contiki

TourRadar x Contiki:
Black Friday Sale Campaign

Campaign Framework

Challenge
Contiki partnered with TourRadar for an omni-channel Digital Marketing Campaign to build awareness around Contiki’s diverse tour products prior to Black Friday & Cyber Sale in order to boost bookings during the biggest sale of the year.

Ultimate Goal:
Drive travelers to book Contiki's European adventures for the spring/summer season of 2023 and create awareness of Contiki's diverse adventure products at TourRadar.com.
Strategy
Our three phases of engagement:
1. Starting off with a Contest Giveaway to gain the attention of the receptive audience, and create excitement.
2. Followed by an Awareness Phase to capture our audience, increasing reach and further pull into the funnel.
3. Concluding with a Conversion Phase in November to capitalize on the biggest sale of the year - Black Friday & Cyber Sale - promoting specific Contiki tours in Europe, re-engaging with and retargeting the campaign audience in order to nurture conversion.
Setup
Target Markets: United States & Canada, Australia, Europe & UK
Demographic: Travelers aged 18-35
Focus: Life-changing European adventures where fun, exploration, culture, and diversity unite for an unforgettable adventure.
Assets: Contest Giveaway, Custom Landing Page, Email, Organic Social, Paid Media

Rationale

Young travelers are seeking more authentic experiences today than ever before, eager to embrace diverse cultures, experience history and meet new like-minded people when exploring the world. Young adventurers don’t just want to see the world, they want to experience it with all their senses, and when all this can be done in an organized adventure - who can say no!?

There ain't nothing like a Contiki tour to make your European adventure one to remember for a lifetime. Along with making new friends and seeing new sights, Contiki travelers experience different cultures first-hand, have lots of fun, less hassle, and try new things they never thought they would - or could!

Escapade Across Europe with Contiki.

Campaign Assets

Email

Email allows us to connect directly to our active travel audience, send personalized content, and tour products specific to their interests. Through email placements, we targeted our active subscriber base within the intended markets and encouraged them to take action with Black Friday & Cyber Sale adventure deals from Contiki.

Assets: Contiki's adventures feature within different TourRadar Mailings, including Black Friday & Cyber Sale mailings.

Paid Social

Paid drivers were used in all campaign stages, allowing us to tap into new audiences, extend the reach, and re-engage with those who have shown interest in traveling to Europe with Contiki.

Key messaging: Experience Europe, embrace diverse cultures, have fun, and make your European adventure one to remember with Contiki.

Key Results

With a focus on promoting the social travel aspect of the Contiki brand and the diversity of their European adventure product—with the younger target demographic in mind—we saw significant interest and strong engagement. The creative concept and the campaign elements resonated well with the audience in terms of impressions, engagement, and clicks on all campaign assets throughout the campaign.
The Contest Giveaway received a high level of interest and engagement, bringing over 7,300 email signups.

Escapade Across Europe with Contiki

Campaign Framework

Challenge

Strategy

Setup

Rationale

Campaign Assets

Contest Giveaway

Custom Landing Page

Organic Social

Black Friday Sale Exposure

Email

Paid Social

Key Results