Contiki

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

Summer of Creativity puts agency pros in the hot seat

Taxi, Smith and others discuss increased client expectations and other issues

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

Zulu Alpha Kilo wins international award

Toronto shop named Ad Age's Small Agency of the Year for 2016

Ads You Must See: Samsung brings the world together

YouTube plays your personal soundtrack, but Samsung sings for everyone

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Brookline and Fountain Tire get rolling on anniversary tour

Calgary-based boutique focuses on growth with string of account wins and promotions

Salad King marks anniversary with food truck tour

Toronto restaurant to donate partial proceeds to Second Harvest

NKPR launches scholarship program

Toronto shop sets out to support the next generation of PR professionals

Red Lion named AOR for Cadillac Canada

Toronto agency will lead all Canadian advertising for the automotive brand