Content is still king, and no brand knows that more than Contiki, whose third instalment of the hugely popular YouTuber series The Road Trip reached a record-breaking 21.4 million views.
The innovative series is not only a first in the travel industry, but a first in any industry, placing Contiki ahead of the game when it comes to content collaboration with the niche YouTube community.
Following inaugural trips through Eastern Europe and Australia in 2012 and 2013 respectively, this year’s edition of The RoadTrip was bigger than ever with 13 of the world’s hottest YouTubers creating 90 pieces of original content whilst on a Contiki trip through Spain, France and Italy.
The YouTubers – who included big names like Prank vs. Prank, Anthony Padilla from SMOSH, iiSuperwomanii and Joey Graceffa – also took part in a daily video series hosted on the Contiki YouTube channel, of which fans viewed 2.9 million minutes during the 10-day trip modified from Contiki’s Mediterranean Highlights.
Contiki Holidays Managing Director Katrina Barry said the RoadTrip was created as a new avenue to promote travelling with the operator.
“In order to keep things authentic, the YouTubers are simply asked to create original, unscripted content whilst on the trip – the opinions and experiences are entirely their own, but those experiences are real testimonials of what a Contiki trip is all about.”
Katrina Barry, Contiki Holidays Managing Director
The unscripted content – hosted on YouTuber channels and Contiki’s own channel – gained 21.4 million views throughout the course of the trip and the several weeks following, making this to most successful Roadtrip to date.
Ms Barry said the RoadTrip continues to prove it is an effective way of speaking to the target audience – travellers between 18-35.
So far, The RoadTrip has delivered media value worth 567 percent more than its cost.
“Even more significant is the quality of those views – it was original content viewed by the loyal fanbases of YouTubers rather than targeted advertising from a brand, which is worth its weight in gold.”
Katrina Barry, Contiki Holidays Marketing Director
With booking enquiries regarding the featured trips up 44 percent, Contiki is already planning The Roadtrip 2015 with a new group of popular YouTubers – fans can get news released on attendees and trip dates through contiki.com/roadtrip and by following Contiki on Facebook and Twitter.
Fans can also watch the entire Roadtrip 2014 series on the Contiki YouTube channel and subscribe for more awesome content from their favourite YouTubers.
