Radio ain’t the ad platform for youth travel brand Contiki, says its head of marketing Vanessa Stavrou.
The marketing director said as a millennial brand, they don’t use traditional media channels to pull in the young guns.
“We’ve tested radio and it just does not work for us,” she said. “Travel, visual, dreaming – on radio, it’s not as impactful.”
Rather, it’s predominantly digital and content, she told the Remix Summit in Sydney this past Friday.
That doesn’t mean though it’s about shoving a pre-roll into a YouTube video, or including a heap of display banner ads, as that hasn’t done much in terms of return on investment (ROI) either.
“Content is king,” she added. “We have our own blog which is very successful but to give content credibility and to give it reach – given we don’t have big budgets to go do massive TV buys and outdoor – influencers are a massive part of our strategy as well.”
Instead, Stavrou said they collaborate with influencers and create content that works on their channels where there’s already an audience.
That being said, cinema and outdoor do deliver a semblance of results for them, she remarked, but often Contiki doesn’t have the budgets for big outdoor campaigns.
Stavrou was speaking on a Junkee Media curated panel at the Sydney version of the Summit, on the ever-elusive Millennial, a market many brands are frothing over.
Junkee Media CEO Neil Ackland said the ultimate challenge is getting the scrolling thumbs to stop. And while there’s an abundance of articles on how to reach this effervescent bunch, not everyone is there.
We need to stop interrupting what people are interested in and instead be what people are interested in.
Echoing Vanessa’s sentiments, Nick Reynolds, CMO of computer tech brand Lenovo said they too haven’t spent a dollar in traditional advertising in a campaign they targeted towards Millennials.
Some 18 months ago, the brand was well-known in the business area but rendered a blank face when it came to the general consumer.
So Reynolds put head down, bum up to get the brand up among the consumer – ideally the Millennials. The tech brand launched a new premium PC and tablet range called YOGA.
“We thought we’d do a very focused campaign on a disruptive product range and go and appeal to a disruptive audience – Millennials – who really want to engage with a brand or a product and be seen as different.”
Some 75 per cent of that particular campaign was spent in digital and social. There was no traditional advertising included.
“We did that because we felt we could cut through to that Millennial audience,” he said.
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]