Wednesday,  August 17, 2022  9:11 pm

Contiki undergoes brand refresh, unveiling a “new kind of green”

Contiki undergoes brand refresh, unveiling a “new kind of green”
Contiki has unveiled an energetic new look and feel. (Contiki)
Pax Global Media

Leader in youth social travel Contiki has unveiled a “brand refresh,” revealing a bold new look and feel that signifies optimism while also meeting the needs of Gen-Z and Millennial travellers.

The new look also reflects the company’s achieved goal of going 100 per cent carbon neutral, along with the fun, social experiences and sustainability it’s known for.

“Contiki’s amazing travel agent community can be confident the reinvigorated branding will elevate their selling power as the brand’s updated values still hold community and people at the heart of everything it does, while never compromising on fun,” the company said in a release on Tuesday (Jan. 18).

The refresh comes an eye-catching “new kind of green” – Contiki Green.

With a vivid colour shade leaning into the energy, power and wonder of the feelings the tour operator creates, this energetic new look and feel is an expression of Contiki’s values and take on sustainability that clients seek, the company said.

“During these strange times, we took some time to really understand what our clients will want when the so-called ‘new-normal’ arrives,” said Simon Llanos, Contiki’s chief marketing officer. “We thought about our position and how we communicate Social Travel, something the world has dearly missed. We focused on the things that are uniquely us: sharing incredible experiences, with like-minded people and a sense of fun, humour and community. We’ve bottled this feeling with our lively new brand evolution and can confidently say: ‘we look how we feel.’”

This latest evolution of Contiki “firmly places community at the heart of everything we do,” Llanos added, as “it expresses the emotional excitement of sharing your first travel moments with new friends from across the world.”

Carbon neutral travel 

Contiki achieved its goal of becoming carbon neutral this month.  

“Contiki trips are intelligently designed to be 100 per cent carbon neutral but sacrifice none of the fun or wonderful experiences to achieve this,” said Tasha Hayes, Contiki’s sustainability officer. “We know sustainability is incredibly important to our clients, but so is a complete travel experience and having a great time; we’ve looked at everything from our processes to communication to align with the ‘new kind of green.””

With the evolution of its identity and “Travel.Together.” philosophy, Contiki is honing in on its mission to bring young people together to discover the world, and reinforcing its values that Contiki is about people and to make every moment count.

(Contiki)

“One thing the pandemic brought into significant focus was the importance of our global community,” said Llanos. “Even when we were locked down in our homes, we were still connecting, still dreaming about travel and co-creating some inspirational content with our guests and partners. Even when we couldn’t travel, those special social bonds made on Contiki trips endured - and that is truly unique to us. So, for 2022 and beyond, we live by our brand ethos of ‘Travel.Together.’ which means to travel with one another, the cultures we enjoy and the environment, too.”

Encouraging signs

The evolution for Contiki comes at a time where the brand has set ambitious goals for 2022, continuing its global expansion in the 18-35s market.

“In the last two months we’ve really started to see encouraging signs of a meaningful recovery,” said Adam Armstrong, Contiki CEO. “Our clients are resilient, confident and eager to resume their travels. We’ve developed this exciting new positioning with their help - and we look forward to welcoming them back to Social Travel with Contiki this year.”

Watch the brand explainer below to learn more! For more info, click here. www.contiki.com/resources/brand-refresh-2022.


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