Intrepid Travel, the world’s largest B-Corp-certified travel company, has launched its biggest global brand campaign, ‘Good Trips Only’, delivering on Intrepid’s promise to provide trips that are good for travellers, the places they go and the communities they visit.
The first edition of the campaign features the release of an Intrepid film – the first in a series. It’s an immersive reflection of the multitude of moments travellers experience with Intrepid. The feature destination is Morocco and shares the experience of a small group of Australian travellers exploring the good food, good views, good friends and good times of the North African country.
Reflecting on the new campaign, Natalie Placko, General Manager of Global Marketing & Brand at Intrepid, said, “Intrepid has always viewed travel as a force for good and this new campaign really elevates this message by showing travellers there is a way to travel that is not only good for them, but also for the wider community and places we visit.”
“Travellers are guaranteed to have soul-defining and life-changing experiences on our trips, and we believe the only way for travellers to feel truly good when they travel is by doing it mindfully, purposefully and sustainably”.
“This first phase of our ‘Good Trips Only’ campaign is only just the beginning as we intend on expanding the campaign to feature other top Intrepid experiences to show we always deliver good trips, no matter the destination.”
Intrepid continued its journey with Melbourne-based agency SouthSouthWest (SSW) who have been pivotal in the company’s brand positioning over the past few years having helped develop the next stage of the Intrepid brand, both from a brand identity and creative perspective. SSW & Intrepid have collaborated on key brand moments – starting with the Intrepid brand refresh in October 2021, followed by the ‘Travel is Back for Good’ campaign in 2022, and now the evolution into this ‘Good Trips Only’ campaign.
Ben Birchall, Partner & Director of Brand Voice at SSW, said, “Working on this global brand campaign is the culmination of a four year journey with Intrepid. From refreshing their iconic brand, to working closely on their purpose and values, to helping them to celebrate the return of travel in 2021, we are immensely proud to have been able to work so closely with a company that lives its values.”
The campaign launched in Australia and New Zealand on 27 February and will run throughout March and April across different channels, including out-of-home, digital, cinema, television, radio and print. From a channel perspective, ‘Good Trips Only’ is the biggest global brand campaign that Intrepid has ever done in its 34 year history.
Alongside the campaign is the ‘Good Trips Only’ manifesto:
Good Trips Only is a statement for this moment, and every moment.
It’s an expression of confidence that when you travel with Intrepid,
it’ll be amazing. Soul-defining. Life changing.
And even better than that, it’ll be GOOD.
Good for the places we go.
Good for the communities we visit.
Good for our travellers.
Because for us, good isn’t a product descriptor.
It’s a promise.
The only way to feel good – truly good – when you travel, is by doing it
mindfully, purposefully and sustainably.
With Intrepid, it’s good trips only.
Creative credits
Creative agency – SouthSouthWest (SSW)
Digital media agency – Adapt Worldwide
Offline media agency – JCDecaux
Street posters – Plakkit
Intrepid Travel team:
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Natalie Placko – General Manager of Global Marketing & Brand
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David Nagle – Head of Global Content & Production
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Julian Pang – Global Design Manager
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Louise Laing – General Marketing Manager ANZ
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Samantha McQueen – Marketing Manager Consumer ANZ
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Paige Alfano – Digital Marketing Manager ANZ
SSW team:
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Ben Birchall – Partner & Director of Brand Voice
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Andy Sargent – Co Founder & Creative Director
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Jonathan Price – Co Founder & Managing Director
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Yvette Scott – Production Lead
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Wildebeest – Production Partner
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Joey Knox – Director of Photography
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Two Birds Talking – Casting and Talent Partner
