The brief
Contiki had the audience but was losing the culture. The challenge was making the brand feel exciting and desirable again on social, not just present. Generic travel content wasn't cutting through and the influencer approach wasn't driving real desire. They needed a sharper identity and creators who could actually move the needle.

The strategy
We repositioned Contiki's social ecosystem around one core idea: sameness kills brands. The platform became about owning an unmistakable feeling in-feed, bold and consistent but with enough flex to stay culturally relevant. We also reframed the role of influencer from content delivery to cultural credibility. Creators weren't just posting. They were shifting perception, making Contiki feel like an experience worth chasing rather than a conventional tour package.

The work
I worked across influencer campaign for the Vietnam and Cambodia product launch and reactive social content. For the launch, I concepted the influencer creatives built around the overarching campaign idea Get amongst it - centred on getting around by Vespa and Tuk Tuk to truly get amongst the locals. Alongside that, I concepted and executed reactive content to pull Contiki into culture, intercept new audiences, and build brand love through entertainment.