Love Island Australia x Contiki

Solving the travel equation for younger travellers

Designed for 18-35-year-olds seeking the perfect mix of culture, partying, and relaxation.

With the travel industry rebounding and young travellers prioritising social, immersive experiences, Contiki needed to stand out in a crowded market of DIY travel and digital-first booking platforms. Offering four-star hotels in prime locations, this trip promised an effortless way to explore Barcelona, party in Ibiza and unwind in Mallorca. The challenge identified was to capture attention, spark FOMO, and position Contiki as the go-to choice for adventure, connection and convenience.

The ultimate sidekick to main character energy

Contiki leveraged Love Island Australia to drive awareness and bookings for its Spain trip, seamlessly integrating the brand into the show’s world of sun, adventure and connection. Conveniently set in Mallorca, one of the tour’s hero destinations, the show offered the perfect canvas to showcase Contiki’s trip offering in an authentic, aspirational way.

The strategy centred on immersive brand integration and clever storytelling, designed to build awareness, drive desire, and move Contiki front-of-mind for young, socially driven travellers.

A love journey made for TV

Pre-season planning involved collaboration between Contiki, Powered by Nine, and Love Island’s production team to develop tailored creative assets and integrate key trip experiences like the Flamenco Show, Food Tour, and Boat Trip.

The campaign launched with in-show integration and a competition activation, followed by sustained engagement through billboards, pause ads, social content and interactive Engage Now units.

The timeline aligned with key Love Island milestones, maintaining momentum from premiere to finale. Powered by Nine’s creative direction ensured all content felt native to the Love Island universe, reinforcing Contiki’s positioning around travel, culture and connection.

A multi-platform approach ensured Contiki showed up across every touchpoint of the Love Island experience

In-show moments created narrative relevance, while dynamic formats such as pause ads, billboards, social content and “Engage Now” units extended reach beyond the episodes.

This cross-channel strategy maximised visibility and reinforced brand messaging throughout the season. With each execution designed to feel natural and engaging, Contiki remained top of mind, driving not just awareness but genuine travel consideration among its target audience.