Contiki Holidays Canada wants Canadians to ‘do it’

Through a mix of paid, earned and owned media, the travel company is hoping to seduce its target demo with a racy new campaign.

‘Have you done it?’

Letting the innuendo speak for itself, Contiki Holidays Canada has launched a new online and in-theatre campaign this week, targeting 18- to 35-year-olds with the travel bug.

The tour company – famous for giving millions of young people their first overseas travel experiences – is offering a grand prize trip for two in exchange for travel media and stories. The campaign features a suggestive microsite where people can upload their photos and videos. It’s being promoted through a mixture of paid, earned and owned media, including cinema ads, wild postings, social media seeding and guerrilla marketing, Brad Ford, president, Contiki Holidays Canada, tells MiC.

‘Our campaign is meant to grab the viewer’s attention by cutting above the advertising clutter directed at this age group,’ he says. ‘We want to give a mischievous tease to bring the viewer into our world of humour, discovery and exuberance.’

Creative was handled by Gloss, while Spoke Agency handled the plan and digital execution (both in Toronto).

Secondary targets for the campaign include parents and relatives of young people, looking to give the gift of travel.

The microsite intro starts with a woman leaping onto a bed to join a shirtless man. The two then get physical while grunting and groaning together. In the final shot, it’s revealed that the couple is simply wrestling to close an over-stuffed suitcase.

The ad that will be airing in movie theatres shows a number of couples telling the camera that they’ve ‘done it.’ It ends with the suggestion that everyone is doing it, and then asks the viewer, ‘Have you done it?’ and directs them to the microsite.