Contiki partners with The Buried Life on branded content

Video series documents young people’s dream vacations

Youth travel brand Contiki Holidays has teamed up with the creators of MTV’s The Buried Life for a new online video series.

The Buried Life (2010-2011) was a reality documentary series that featured four young Canadians—Jonnie Penn, Ben Nemtin, Duncan Penn and Dave Lingwood—as they attempted to complete a list of “100 things to do before you die.” They travelled the globe checking items off their bucket list, while helping strangers do the same along the way.

As part of the partnership with Contiki, which caters to the 18-35 demographic, The Buried Life creators are fulfilling the travel dreams of young people. The first instalment of the web series, “Brianna’s Story,” follows a young woman from Isleta Pueblo, New Mexico who never thought she would leave her hometown. The Buried Life and Contiki surprise her with a plane ticket to Italy, and the video documents her travel experience.

“[The Buried Life creators] are so perfect for Contiki and, of course, I’m delighted that they happen to be Canadian,” said Marie Anne MacRae,
 global VP, strategic partnerships at Toronto-based The Travel Corporation, which owns Contiki Holidays. “Even though the show ended in 2012 and the founders have other projects on the go, their fans still want to see what The Buried Life is doing… Our brands have aligned to help and empower young people to fulfill their dreams through travel and provide them these once-in-a-lifetime adventures.”

More videos will be released in the coming weeks, with the next instalment slated for Aug. 11. A one-minute teaser video answers the question, “Why Do We Go Away?” against the backdrop of inspiring travel footage. “It’s not just broadcasting about Contiki, it’s more about the kinds of [adventures] you can experience,” said MacRae.

“Both The Buried Life and Contiki have built brands on fulfilling aspirations,” said Nemtin, in a release. “We are thrilled about this partnership and believe in this experiential approach to engage viewers in an authentic and genuine way, thus ultimately inspiring our collective audiences to pursue their dreams.”

The travellers in the new web videos were found through Contiki and The Buried Life’s “The #5th Member Search” online contest, which launched in April. Millennials were invited to share why they wanted to be the fifth member of The Buried Life for the chance to win a trip to Italy with The Buried Life creators.

Advertising Articles

On The Move: Additions at Ketchum and Zulu Alpha Kilo

A weekly update of who's headed where in Canadian marketing and communications

Fuse livens things up for clients with new division

Toronto agency blends social and experiential under new brand

MEC goes for good times in new campaign

Creative focuses on fun, outdoor experiences with friends and family

Toronto culinary experience brings new credit card to life

Pomp & Circumstance promote CIBC/Air Canada card to media and influencers

The Body Shop pops up in Yorkville

Retailer testing new storytelling installations at pop-up store

CFL partners with EA on in-game content

Partnership places current and legendary CFL players inside Madden NFL Mobile

Media Innovation Awards 2016 shortlist — Part 1

Nominees in Best Use of Content, Best Use of Digital Channels and Niche Marketing

Kia Cubed

New experiential initiative aims to shift consumer perceptions of Korean automaker

Enbridge wants customers to pass the smell test

Utility company goes scratch-and-sniff route to help customers identify gas leaks