Contiki Holidays 2002 Bateman Case Study Competition

Background

According to the Center for Media Research, college students take more than 66 million trips a year and spend over $14.8 billion annually on travel. Students and young professionals are traveling all over the world. In 1999, 1 in 3 travelers to Europe were 18-39, and 1 in 4 travelers to Australia were 20-34 years old. Although the student travel market is large, there is still enormous growth potential.

While in college, it is often considered a rite of passage to take the traditional Spring Break trip and/or a backpacking adventure through Europe. However, there are many more options out there for young people. Contiki Holidays, the world’s largest travel company for 18-35 year olds, operates motorcoach tours in Europe, Australia, New Zealand, and North America. The company would like to get more students to travel internationally and with a tour group.

Situation Analysis

Established in the South Pacific more than 40 years ago, Contiki is a household name in Australia and New Zealand. Having entered the U.S marketplace just over 10 years ago, the company has also seen significant growth in the U.S. However, Contiki has yet to establish itself and its tour product as the way for 18 to 35-year-olds to travel.

Based upon demographic research the company has found that many college students have a negative opinion about motorcoach tours. Motorcoach tours are not considered “cool.” Some of the most common myths which need to be overcome are:

1. Motorcoach tours are strictly for older people.

2. There is not enough time on a tour to see all the sites.

3. Tours are more expensive than staying in hostels/backpacking.

Mission

1. 1. Create and implement an effective public relations campaign targeting all college students in your area that:
   a. Changes the perception of motorcoach travel and group travel;
   b. Increases brand awareness of Contiki and positions Contiki’s tours as the alternative to Eurail and backpacking.
   c. Increases interest in international travel.

2. 2. Your campaign may include surveys, press materials, events, videos, and other traditional public relations tactics. However, don’t feel the need to limit yourself to just traditional tactics. Contiki is a youth oriented company and your campaign should reflect this. Use “out of the box” ideas. The judges will be looking for creativity as well as solidity, including thoughtful analysis of the situation, fact-finding activities to determine relevant trends, and the effective implementation of strategies. For more information, please refer to the judging criteria.

3. 3. Include a formal public relations plan with defined objectives, clearly outlined strategies and tactics, budget, and research/measurement.

A variety of Contiki Holidays’ press materials will be made available, including brochures, press releases, and a 30-second commercial, after PRSSA receives the intent-to-enter forms.

Judging Criteria

A. Four Step Process (70 points total)

1. 1. Research: Thoughtful analysis of the situation, identification of key audiences, “fact-finding activities” to determine relevant trends, attitudes, policies (e.g. telephone conversations, surveys, literature review): use of information to determine appropriate implementation of tactics. (20 points)

2. 2. Planning: Statement of objectives, alternatives considered, strategy; development of program (key publics, channels of communication and tools, messages proposed, assignment of responsibilities, timetable and budget, with emphasis on feasibility of each of these). Includes organization and clarity of written plan. (20 points)

3. 3. Execution: The plan should detail the specific activities conducted to implement strategies of the public relations plan. (20 points)

4. 4. Evaluation: The methods the team used to formally evaluate the effectiveness of its plan against its objectives. This will be important in determining points for “Effectiveness,” below. (10 points)

B. Effectiveness: Understanding of the situation. Application of a viable marketing communications and public relations plan. Did the plan meet set objectives? Did the plan’s messages reach the target audiences? Was there a shift in opinion? (15 points)

C. Creativity: Creativity in planning, executing and merchandising results. Were goals met? (15 points)

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