The Travel Corporation has launched a major global marketing reset, appointing Havas as its first-ever global agency of record and naming Publicis Australia as global creative partner for Contiki following a competitive, holding-company-level pitch.
The move signals a decisive break from TTC’s historically in-house marketing model, replacing it with a consolidated agency structure designed to scale across its portfolio of travel brands – including Trafalgar, Uniworld and Contiki – as the group accelerates its post-acquisition transformation.
From in-house control to global scale
The review, managed by The AAR Group, saw Havas and Publicis Australia emerge from the final stage of the pitch to take on central roles across TTC’s global marketing ecosystem.
Under the new model, Havas becomes TTC’s primary strategic partner, spanning creative, media and content production, while Publicis Australia takes on the role of global creative agency for Contiki, covering brand strategy, creative, social and digital transformation. Publicis Production Australia will handle production for the youth travel brand.
The shift is a cornerstone of TTC’s broader strategic overhaul following its 2024 acquisition by asset management firm Apollo – and reflects a push to move faster, work smarter and compete harder in an increasingly complex global travel market.
A $30m media footprint – with more to come
The newly appointed agencies have been tasked with driving growth across multiple TTC brands, each with distinct audiences and ambitions: Trafalgar in guided travel, Uniworld in luxury river cruising, and Contiki in youth travel.
TTC currently spends a combined US$30m a year on media, with significant additional investment planned through to 2029 – giving the new partners both scale and runway.
Contiki resets for its next generation
For Contiki, the appointment of Publicis Australia marks a creative reset as the brand looks to stay culturally relevant while expanding globally.
Maria Parisi, Director of Acquisition and Retention at Contiki, said the partnership was about evolution without losing identity.
“Contiki is entering its next chapter, and we’re thrilled to partner with Publicis Australia as our global creative agency. Their deep understanding of youth culture, global scale through Publicis Groupe and creative ambition make them the right partner to help us continue evolving the Contiki brand for a new generation of travellers, while staying true to the spirit that has defined us for more than 60 years.”
Havas at the centre of TTC’s transformation play
For Havas, the win places the network at the heart of TTC’s long-term growth strategy.
Duncan Robertson, Open Age Chief Customer Officer at The Travel Corporation, said the decision came down to balancing scale without flattening brand nuance.
“2026 marks an important chapter in TTC’s more than 100-year history, as we embark on a bold strategic transformation and reimagine how our brands connect with millions of travellers worldwide,” Robertson said.
“In Havas, we have found the ideal partner to deliver the scale, capability and innovation required to compete in an increasingly complex travel market and achieve our ambitious growth goals.
“More than anyone else, Havas showed real empathy and recognised the nuances of our unique brands – demonstrating an ability to deliver cross-brand efficiency while respecting the strategic and executional differences between each.”
‘A pivotal moment’ for travel marketing
Tamara Greene, Chief Client Officer, Global Brands at Havas Creative Network, framed the appointment as a timely play in a category undergoing rapid change.
“What an exciting opportunity The Travel Corporation is for an agency network,” Greene said.
“The travel industry is on a journey of disruption and innovation. Partnering with TTC on these great brands – each with its own unique challenges and opportunities – is a real privilege. We are very thankful that TTC have placed their faith in Havas at such a pivotal moment for them.”
Beyond the pitch result, TTC’s decision reflects a broader shift underway across global travel brands: fewer partners, clearer accountability, deeper integration – and agency models built for scale, data and long-term investment rather than campaign-by-campaign execution.