Client: Contiki Holidays (Australia)
Task – Strategy Update: Review of 2006 census and historical data and reconstruction of client typographies for target client group.
Effectively since its inception, the Contiki brand has centred its marketing strategy around a conception of women 18-25 which was iconically based in the women typical of the times – known to the team as ‘Mary Wells’.
This study considered meta-data and large data set sources to reconstruct the picture of the modal client for Contiki products – and discovered that the new icon is probably called ‘Jessica’.