Objectives
- Drive awareness of Contiki Resort Great Keppel Island.
- Encourage large group bookings
Activity
- Created Contiki Kickback - go on holiday with 10 mates and you go for free
- Created public launch events
- Targeted university clubs and societies with info of offer
Communication
- A2 posters and sticker-flyers with details of offer
- Targeted email to clubs and societies with offer
- PR campaign to student and youth press with Contiki Kickback packs to give away as prizes
- Two launch events in Sydney - tied in with Midori to maximise budget.
- Media buying and ad design for selection of targeted 2004 student diaries
Results
- 12% uplift in student bookings
- High visibility PR campaign
