Social media stars and influencers are becoming an increasingly popular way for brands to reach an audience. And while their power to reach and engage an audience has only become apparent in recent, 54-year-old Contiki built its brand with influencers. We talk to marketing director Tony Laskey about its latest influencer based campaigns, building relationships and why influencers work so well for Contiki.
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Contiki is back with its YouTube vlogger roadtrip for the third year running, once again piggybacking on the millions of pairs of eyeballs already following every single step those vloggers take. This year New Zealand might be captive too, with Kiwi star Shannon Harris onboard as the only person from outside North America. Sales director Tony Laskey believes The Roadtrip is potentially one of the most powerful marketing strategies Contiki has ever used.