Based on the different trends we discussed in class this week, what are TWO things you would change or add to your Content Calendar $($from Assignment $3)?$ Be specific!Contiki$$s Social Media Marketing Brief

Campaign Name: Escape the Ordinary: Contiki Spring$/$Summer Adventures

Social Media Platforms:

$$ Instagram $($Primary$)$

$$ Twitter $($X$)($Secondary$)$

$$ Facebook $($Secondary$)$

$$ YouTube $($Secondary$)$

$$ LinkedIn $($Secondary$)$

Colour Codes:

$$ Facebook Post: Blue

$$ Instagram Reel: Pink

$$ Twitter Post: Light Blue

$$ YouTube Video: Red

$$ LinkedIn Post: Dark Blue

Introduction

Contiki, the world' leader in organizing trips for young adventurers aged $18-35,$ is the

road to discovering the world of one's dreams. Our packages include the amazing trips that

are available on six continents, including planning, accommodation, transportation, and all

the great activities.

Join our social networks for travel inspiration, hot deals, and a chance to win your dream

holiday destination! Follow our social media channels daily for our posts which are full of

breathtaking destinations and unforgettable adventures as well as the travel tips you should

know.

#Contiki #EscapeTheOrdinary #Travelgram #SummerAdventures

Content Strategy:

This calendar prioritizes high$-$quality visuals $($photos$,$ videos$)$ and engaging captions

to capture attention across all platforms. The focus is on showcasing the unique experiences,

destinations, and social aspects of Contiki trips, while encouraging interaction with the target

audience.

$$ Week $1($April $20-26)$: Theme: "Dream Destinations"

o Highlight stunning visuals and captivating descriptions of popular Contiki

destinations.

$3$

o Spark wanderlust and inspire users to consider Contiki trips.

o Utilize user$-$generated content $($UGC$)$ contests on Instagram to encourage

audience participation.

$$ Week $2($April $27-$May $3)$: Theme: "Unforgettable Experiences"

o Showcase the diverse activities and adventures included in Contiki trips $($e$.$g$.,$

island hopping, wildlife encounters, cultural experiences$).$

o Utilize short, engaging YouTube videos and Instagram Reels to showcase the

action and excitement.

o Host a Twitter $($X$)$ chat with a Contiki trip expert to answer audience

questions about specific itineraries.

$$ Week $3($May $4-10)$: Theme: "The Contiki Crew"

o Introduce the friendly and supportive Contiki trip managers and team

members.

o Share behind$-$the$-$scenes glimpses into Contiki tours $($e$.$g$.,$ team introductions,

"a day in the life" posts$).$

o Utilize Facebook Stories and Instagram Stories for quick, informal updates.

$$ Week $4($May $11-19)$: Theme: "Make it Yours$.$

o Promote special offers and discounts to incentivize bookings.

o Feature user$-$generated content of past travellers enjoying their Contiki

adventures.

o Host a Facebook Live Q&A session for potential travellers to ask questions

about Contiki trips and booking.

o Utilize targeted ads on all platforms to promote specific deals and trips to

relevant demographics.

Social Media Calendar Summary

This social media calendar is designed to achieve the campaign goals outlined in the

Contiki brief $($Assignment $2)$ by:

$4$

$$ Creating a Compelling Narrative: The subject matter is a story which has escape,

excitement, and togetherness as its main elements, which allows the audience to

identify with the story because they always want to experience new things and be

social.

$$ Variety of Content Formats: Preparing an engaging combination of photos, videos,

stories, and live sessions results in the same goal and attracts people with different

tastes.

$$ Engaging with the Audience: Encouraging user$-$generated content, contests, polls,

and Q&A sessions fosters a sense of community and allows for direct interaction with

potential travellers.

$$ Strategic Posting Schedule: A consistent daily posting schedule maintains brand

awareness and keeps Contiki top$-$of$-$mind for users considering travel.

$$ Platform$-$Specific Strategies: Each of them has its own benefit which is why they

are used accordingly. Instagram represents visuals, Facebook has an associated

community, Twitter $($X$)$ ignites $($Y$)$ talks, YouTube offers deep content, and LinkedIn

aims at young professionals.

$$ Call to Actions $($CTAs$)$:

$$ All posts will include clear CTAs to drive users towards the desired action, such as:

o Visit the Contiki website for trip details and booking.

o Enter a UGC contest.

o Participate in a poll or Q&A session.

o Learn more about a specific Contiki trip.

Monitoring and Optimization:

The results of posts will be measured via platform analytics that will give insight on

what is of interest to our audience members. During this process, we will have the chance to

tweak the content calendar and prepare better for the future campaigns. The performance of

this social media calendar will be tracked by monitoring key metrics across all platforms,

including: The performance of this social media calendar will be tracked by monitoring key

metrics acr