Contiki

Where It Was
Contiki, a travel brand targeting 18–35-year-olds, had long relied on its iconic travel brochure, which was densely packed with trip details and product codes for travel agents and parents. However, it was out of sync with the rising Gen Z traveler, who craved digital-first experiences and personalized content. The broader brand itself was in need of a refresh, with touchpoints like social media and customer support lagging behind competitors in engaging this younger, more tech-savvy audience.

Where It Needed to Be
To remain relevant, Contiki needed a complete rebrand to better align with the values and digital habits of Gen Z travelers. The brand had to embrace mid-funnel content that captured attention across social media and showed the immersive experiences it offered, rather than just product features. Additionally, Contiki needed to modernize other touchpoints, like its chat function, creating a cohesive, seamless digital experience that catered to both discovery and conversion phases of the customer journey.

How I Shifted the Needle
I spearheaded a major rebrand for Contiki, modernizing the visual identity and messaging to resonate with Gen Z’s sense of adventure, authenticity, and social connectedness. Beyond transforming the travel brochure into a dynamic Digital Magazine, I drove mid-funnel content strategies on social media, focusing on aspirational, user-generated travel experiences. I also worked on optimizing other business touchpoints, such as improving the website’s chat function for a more intuitive and conversational user experience. This holistic approach not only refreshed the brand but also made it more engaging and accessible, driving both awareness and conversions across multiple platforms.