Contiki unveils ‘GO WANDER’ in business and brand reinvention via Publicis Australia

Contiki has launched the biggest business and brand transformation in the company's history, led by its new positioning, GO WANDER, created to redefine how it connects with a new generation of young travellers in today's well-travelled world.

Developed with Publicis Australia and Havas Media, the transformation encompasses new trips, travel experiences, and pricing, a reimagined digital experience and an entertainment-led launch platform.  

For more than six decades, Contiki has helped young people explore the world through group travel. What began in 1962 with a young Kiwi advertising “2 seats left” for an adventure to Europe grew into one of the world's most recognisable youth travel brands. Today, informed by research commissioned by Contiki, the brand is evolving once again. While staying true to its roots as the original explorer company, Contiki is redefining what travel means for a generation that travels more often and with different motivations.

In response, Contiki’s GO WANDER represents a new customer experience, focused on delivering greater flexibility, personalisation, and value, while staying true to Contiki's role in bringing young people together through travel. 

As part of its business transformation strategy, GO WANDER introduces eight new experience-led Travel Worlds, designed around the different motivations and travel styles of today's young travellers. The new portfolio makes it easier for travellers to find experiences that match how they want to explore the world. The transformation is brought to life through 76 new and reimagined trips, expanded itineraries, and new destinations.

At the centre of the campaign is On Contiki, an original vertical micro-drama series set in Costa Rica, the series follows four young travellers through friendship, adventure and self-discovery, translating the spirit of GO WANDER into a social-first storytelling format. The micro-drama reflects a broader shift towards entertainment-led storytelling, meeting younger audiences through the content, creators and cultural moments that increasingly shape how they discover and engage with brands.

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