Contiki Holidays repositions with ‘#noregrets’ to boost youth appeal
Travel brand Contiki Holidays has repositioned its brand to boost its appeal among young people.
“The feedback we were getting about our marketing was that we weren’t articulating the emotional rewards of Contiki,” the brand’s international brand director Alastair Campbell told Mumbrella.
“We wanted to position ourselves around the emotional benefits of travelling while you’re young,” he said.
The brand, which is targeted at 18-35 year olds, has introduced the new slogan, #noregrets.
One day, you’ll wake up old and married, and realise that you’ve never had a threesome in a public place with people you just met. #noregrets.
#noregrets? Is sometime taking the Piaf?
Hashtags are the new QR code.
Why didn’t they just use that instead – “have a threesome in a public place with people you just met!” Now THAT would pack ’em on the buses!!!!
#noregretsuntilisawthebogansonthebus
One day Contiki will just start being themselves instead of trying to be something they are not. If you want to get drunk and party on your Europe Holiday you book with Contiki. Whats wrong with that? Just accept what you are. All this “positioning” is just another way of saying we don’t even like what we do.