travel magazine

Creative Lead · Brand Strategy · Digital Transformation

Contiki had long relied on its iconic print brochure — a dense, information-heavy tool aimed more at parents and travel agents than the Gen Z travelers it wanted to reach. The brand was falling behind digitally, with static content and outdated touchpoints that didn’t match the expectations of a younger, social-first audience.

To modernize, I led the transformation of Contiki’s printed brochure into a dynamic Digital Magazine — a rich, immersive brand experience designed for mobile and social consumption. This new format moved away from product codes and itineraries, instead spotlighting travel stories, aspirational visuals, and content that captured the energy and spirit of real trips. It became a core storytelling tool that spoke directly to Gen Z values: experience over features, community over sales speak.

The magazine lived at the heart of a wider brand refresh. I developed a mid-funnel content strategy across social media, optimized the tone of voice, and improved key touchpoints like the website chat function — ensuring that Contiki’s entire digital ecosystem worked harder, felt cohesive, and genuinely resonated.

The result was a future-facing brand experience that didn’t just look better — it functioned better. Contiki re-established itself as a travel brand that could speak directly to next-gen travelers, with content and experiences designed to inspire, engage, and convert.