Culture Trip is a global start-up operating in travel, media and entertainment. In-house creative and editorial teams work with a global network of freelance creators to tell location-centred stories around the world, including articles, videos, photography, illustration and animation. Known as the younger, more affordable take on Conde Nast Traveller, CultureTrip appeals to millennials given its aesthetic, means of story-telling and emphasis on travel experiences over landmarks. It is able to engage with Cialdini’s principles of Social Proof, Authority and Liking whilst saving people’s time, money, physical and cognitive efforts (resulting in higher motivation and higher abilities)