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CASE STUDY: Engaging the Youth Market for Contiki Holidays

Provided by The Student Room
A successful campaign testing the brand with a new younger audience

What was the Challenge / Background of the Campaign?

We were looking to get people to engage with the Contiki brand and testing the brand with a new younger audience.

What was the Solution?

We ran a competition on The Student Room to get their audience to tell us, in 250 words, why one of our 'New Zealand holidays' would make the perfect gap year destination. This prompted them to sign up to our website and view the full range of Contiki New Zealand holidays. We combined The Student Room's display products to target their users in specific forums where we knew they'd be interested in our competition. This was coupled with wider run of site and homepage traffic drivers like the Weekly Spotlights and banners on the mobile app.

What were the Results?

TSR allowed us the opportunity to interact with a highly engaged student audience and delivered an innovative and effective campaign that really got the target demographic engaged and drove a high number of competition entries.

What were the Key Learnings of this Campaign?

Over the last year we've run multiple successful campaigns with The Student Room to get this younger audience to engage with the Contiki Holidays brand. Our competition was really successful and we ended up sending one of The Student Room's members to New Zealand.

BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kTaylored to campaign
16 - 24Both
Students
MOBILE
ONLINE / DISPLAY
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSBRAND STRATEGY
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