Anaheim, Calif., April 13, 2015 (GLOBE NEWSWIRE) -- With a target audience solely dedicated to 18-35 year olds, travel company Contiki Vacations (www.contiki.com) devised a strategy to create an inspirational 30-day content marketing campaign that targets four of the 12 millennial subgroups identified by data collected by digital advertising network Exponential and presented in late 2014.
The research findings are a focal point and the inspiration behind Contiki’s latest marketing campaign dubbed “The Great European Summer” (www.contiki.com/greateuropeansummer) – a 30-day marketing campaign unveiling a new piece of content every day that will inspire different types of Millennials to travel to Europe this summer. Of the 12 subgroups loosely presented en masse by Exponential VP Bryan Melmed, four stood out as being ideal for Contiki to target and tailor content for:
- Travel enthusiasts – With an appetite for wanderlust, travel enthusiasts want to explore obscure parts of the world. Content that would appeal to this subgroup include Contiki’s round-up of best outdoor markets, outrageous souvenirs, and places to ride a bike.
- Exuberants – These Millennials want to capture their experience and share constantly on social media - something that travel inherently provides when experienced. The campaign content that appeals to Exuberants include the top Europe destinations to take photos for Instagram - as well as using YouTube influencers who are also identified as Exuberants as well help share the message through funny videos.
- Collectors – These are the millennials who absorb content but might not participate– this 30-day content driven campaign helps inspire and provides them the social voice so they can live through the experiences presented as part of being a traveler. Each piece of content is also easily shared via customizable social share content – so collectors can also curate this content and share when they otherwise wouldn’t.
- Culinary Explorers – Since food is such a part of the travel culture, Contiki created inspirational food and drink contentthat taps into the foodie need to explore regional cuisines. Campaign content that appeals would include posts such as “Drinks Around the World”, “Best Street Foods in Europe”, and “Hoppiest Places to go in Europe for Beer.”
“The Millennial generation is extremely diverse and we wanted to avoid creating a “one-size-fits-all content campaign,” said Rita Kelly, Director of Marketing at Contiki Vacations. “By honing in on these 4 subgroups during our strategic planning phase, Contiki identified a variety of inspirational topics that feed the Millennials’ aspirations of traveling to Europe this summer.”
The campaign, which runs through April 30th, will continue to reveal video and written content that will appeal to all Millennials in hopes to inspire them to travel to Europe this summer. For more information or to view the content, visit www.contiki.com/greateuropeansummer.
About Contiki Vacations
Contiki is the world leader in travel experiences for 18-35s since 1962. Operating in more than 50 countries around the world, Contiki is all about introducing young people to those epic moments that create a lifetime of memories and make every second count. Our journeys unlock the local way of life in each and every destination we visit, with every day as the start of a new adventure. You only get one life and one shot to make it count – #NOREGRETS.
Contiki is proud to be an active founder and supporter of The Treadright Foundation. Created as a joint initiative between The Travel Corporation's family of brands, the TreadRight Foundation is a not-for-profit working to ensure the environment and communities we visit remain vibrant for generations to come. To date, TreadRight has helped support more than 35 sustainable tourism projects worldwide. The foundation's guiding principle is to encourage sustainable tourism development through conservation, leadership and support for communities.
TreadRight's past project partners include WWF, Conservation International and The National Trust in the UK. Current initiatives include sponsoring the National Geographic Society's inaugural "World Legacy Awards," helping to combat wildlife crime with WildAid, and empowering individuals with the Alliance for Artisan Enterprise.
To learn more about our past and current work at TreadRight, please visit us at www.treadright.org.