Campaign of the month: Amadeus' 'Traveller Tribes' flying into future

Amadeus’ ‘Traveller tribes’ campaign is harnessing the power of prediction to stand out in a competitive landscape. Alex Clarke reports           

The world of marketing is drowning in content. It’s a cutthroat environment, where standing out from the crowd often requires a vast amount of media spend, backed by a seven-figure budget.

However, travel technology company Amadeus has launched a predominately content-led campaign, targeting and engaging a diverse mix of audiences. Despite the relative size of the company, it was all achieved on a rather modest budget.