Contiki launches world’s most relaxing escape room via Banter to promote ‘Southern Spice’ trip
In a developing trend for travel marketing to be as entertaining as the destination itself, Contiki has enlisted the help of brand experience agency, Banter, to launch its newest trip, ‘Southern Spice’.
From November 15th-19th, Southern India is coming to Sydney with The World’s Most Relaxing Escape Room. The campaign centres around a twist on the growingly-popular escape room, with one in which astronomically-challenging puzzles, riddles and timed stress are replaced with personal Ayurvedic massages, a relaxing virtual boat tour of Kerala Waters and a tasty ‘Make your own Dosa’ bar.
The 45-minute experience has been labelled as an ‘escape room you’ll never want to leave’, tapping into the growing need to escape distraction and pressure.
The campaign is centred around a pre, during and post-event strategy supported by PR, content and social, designed to involve the masses. With the increasing trend of
brands creating culture that consumers genuinely want to pay for, Contiki has taken a softer yet relevant approach, selling tickets for just $10 with all proceeds going to a local Southern Indian charity.
Says Vanessa Stavrou, head of marketing at Contiki: “There’s no place quite like India with its colour, culture and spirituality. Our objective was to challenge the known hustle and bustle of the North and show how dramatically different the tranquil exotic nature of the South is. By introducing a Southern Spice trip into our Asia 2018 program, Contiki continues to connect with all kinds of travellers, bringing all elements of India into the mix. Whether they want to ignite their senses with hearty street food and commotion in Old Delhi, or board a traditional wooden houseboat along the tranquil Kerala backwaters, the choice is theirs.”
Says Paul Den, partner, strategy and ideas, Banter: “Contiki’s vision to create culture is something that genuinely resonates and connects with our philosophy. We’ve absolutely loved working with a brand that has time and time again, seen the value in the brand experience space.”
Client: Contiki:
Vanessa Stavrou, Head of Marketing
Ashleigh Sorensen, Campaign Manager
Danielle Kirk, Social and Content Manager
Strategy, Creative and Production: Banter
Paul Den, Partner, Strategy & Ideas
Mitchell Loadsman, Partner, Experience & Operations
Emma Moore, Client Director
Jesse Benson, Senior Production Manager
PR support: Klick Communications
Alana Theodor, Communications Specialist
Charlotte Ingram, Communications Specialist