Intrepid Travel, a certified B-Corp travel company, has launched its largest brand campaign to date, titled ‘Only Intrepid’, through Melbourne-based brand studio SouthSouthWest (SSW). The campaign, designed to highlight Intrepid’s distinctive travel experiences, showcases the unique moments enabled by the company’s deep connections with local communities and its award-winning local leaders.
The integrated campaign encompasses a range of media channels, including paid, earned, owned, and shared platforms, aiming to engage audiences worldwide. It features global media placements and out-of-home advertising in major cities such as Melbourne, Sydney, Brisbane, London, Toronto, and New York. The campaign also includes the launch of a dedicated ‘Only Intrepid’ content site, a promotional film, and a dynamic social content series. With nearly 1,000 creative assets and an initial investment exceeding AU$5 million, this represents Intrepid’s largest single brand initiative.
The campaign highlights a variety of unique experiences offered by Intrepid, from underground house music in Marrakech to mochi-making in a rural Japanese homestay. These elements underscore the distinctive and immersive experiences that travelers can only find with Intrepid.
Natalie Placko, Intrepid’s General Manager of Global Brand, commented on the campaign, stating, “Our trips promise soul-defining and life-changing experiences. This campaign provides a glimpse into the unique moments exclusive to Intrepid.”
Placko emphasized that the essence of Intrepid’s travel experience lies in its connection to destinations, people, and local communities. With small group sizes averaging 10 travelers and a focus on employing local leaders and partnering with locally owned accommodations and suppliers, Intrepid aims to offer meaningful and memorable travel experiences that go beyond conventional tourism.
“This campaign marks a significant step in evolving our marketing strategy to emphasize our brand’s unique approach and the special moments we create,” added Placko.
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