Contiki Tertiary Marketing Campaign

On-line Case Study

 

Simple Truths approached Contiki and suggested they grow their franchise within tertiary market place.  Simple Truths developed a business plan that outlined ROI and focused the task around a two – tiered process:

• Target the in-bound/out-bound Study Abroad and Student Exchange market because 100% travel when in-country and it is a good test market within the wider tertiary sector.
• Target the gatekeepers to this sector – the staff who handle these students (see Contiki E-Zine)

Ultimately, the program would expand to appeal to all tertiary students a web portal “whattodowheretogo.com.au.

Student marketing - Target Audience:

Students avoid commercialism and are anti corporate, anti advertising and too smart to be sold to. Yet they love to be first with something new, “in the know” on what’s on, what is happening and where to go out. Travel decisions rvolve around  value and the freedom to visit places they desire without too many restrictions or a rigid itinerary. However, for all their much-vaunted independence, they are happy to accept someone organising everything for them, men moreso than women.

Key Insight:

You can’t invent what is cool – it must be discovered.

How can the brand deliver to the Insight?

• Contiki will facilitate travel on their (the student’s) terms, provide solutions to problems and answers to questions that make organising travel easy.
• Contiki can take students to the newest, most interesting and undiscovered destinations, as well as places that are just plain fun.

Proposition: