Intrepid Travel has launched a new creative strategy called “Be Intrepid”. The Australian-owned, and world’s largest, adventure travel company says the long-term strategy of the campaign is to encourage people to be more open and curious about the world.
Intrepid Group CEO James Thornton says the new campaign speaks to the company’s 29 year ethos of purpose beyond profit: “Be Intrepid is a brand platform that allows our company to talk to its purpose, values, and vision of changing the way people see the world on issues from animal welfare to child protection and gender equality.
“We live in the era of Trump, BREXIT and debate over same-sex marriage. There’s a notable division between those who are small minded and live in fear, and those of us who are open, optimistic and inclusive. Travel has the opportunity to create awareness, change perceptions and behaviours. Intrepid Travel has been doing this since inception but now it seems more important than ever”.
Ben Keenan, former Clemenger BBDO and M&C Saatchi creative director, advised Intrepid’s in house team through the process.
The TVC aired first on TV during the Blue Planet 2 premier on 17 February. A content series of personal first-hand stories are to be rolled out in cinemas, gyms, out-of-home and digital placements. The content was produced by the Intrepid Studio Creative Team who were recent finalists in the Adventure in Motion Film Festival for their short film on East Arnhem Land.
A second burst of activity will see a recreation of the original journey of the two founders – Geoff Manchester and Darrell Wade. The pair travelled across Africa in 1988 in a refurbished rubbish truck with 12 other friends. From this journey sparked the idea of small group adventure travel as a way for like-minded people to explore the world.
The Intrepid Group, which also includes Peregrine Adventures, Urban Adventures, Geckos Adventures and Adventure Tours Australia, now employs 1800 staff in 30 countries. The Group recently celebrated record growth, with revenue up by 17 per cent to $350M in 2017.