Contiki Australia: providing superior value [case study]

McCarthy, Breda

Abstract

[Extract] Contiki provides a great example of a marketing-oriented company. The coach tour holiday company operates in Europe, Russia, Egypt, Asia, Australia, New Zealand and North America. It was formed in 1962 specifically to provide coach trips for 18-35-yearolds, with the emphasis being on nightlife entertainment, exposure to the local culture, the opportunity to visit scenic attractions, socialising and adventure. To date, over 1.8 million people have travelled with Contiki and it has a turnover in excess of $300 million. The use of an emotional branding strategy has helped Contiki develop brand-loyal customers. This is shown in a repeat business rate of around 30 per cent.

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Marketing

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978-1-4425-1124-8

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Pearson Australia

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Frenchs Forest, NSW, Australia

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