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

Tim Hughes appointed managing director of Cairns O’Neil

Hughes will be responsible for strategy, implementation and quality control

DDB and MacLaren make executive changes at the top

David Leonard departs DDB Canada for MacLaren, Lance Saunders replaces him

Three Million Dogs prank pushes poop-scented perfume

Geoffrey Roche creates 30-second online video to promote "Fetch by Fetch"

Carte Blanche competition expands into Alberta

Creative competition now open to agencies in Calgary and Edmonton

Rossetto and Mackie leave DS+P

Three partners have left the agency in 2015

Sid Lee takes on ‘Made in Italy’ campaign

Toronto shop beats out three other unnamed agencies during agency review

Sobeys surprises customers with pop-up restaurant

Grocer aims to prove food from its take-out kitchen and fresh market could be fine dining

Air Canada makes content play with heartwarming video

Airline promotes Air Canada Foundation with six-minute video from former AOR Marketel

ZenithOptimedia revises global ad spend forecast downward

Canadian spending to grow 1.1% to US$11.2 million in 2015