Intrepid Travel launches multi-million dollar campaign, via SouthSouthWest
B Corp certified travel organisation, Intrepid Travel, has released “its biggest brand campaign yet”, via SouthSouthWest (SSW).
The integrated ‘Only Intrepid’ platform spotlights the locations, experiences and people the company can send travellers to. It supports more than 1000 creative assets in production and boasts “an initial investment of over AU$5 million”, making it Intrepid’s largest single brand campaign in its history.
Altogether, the platform leverages a mix of out of home (OOH) and international media buys solutions in major global cities, such as Sydney, Melbourne, Brisbane, New York, Toronto and London. At the same time, it also supports a social content series, a content site and a dedicated 30-second campaign film.
“Travellers are guaranteed to have soul-defining and life-changing experiences on our trips, and this new campaign gives a glimpse into the unique moments that you can only have with Intrepid,” said Intrepid’s general manager of global brand, Natalie Placko.
“Connecting to the places we go, the people we meet along the way and local communities is at the heart of every Intrepid experience.
“Our group size is small (average of 10 travellers), and we employ local leaders and work almost exclusively with locally owned accommodation and suppliers, encouraging travellers to forge meaningful and memorable connections far beyond the typical tourist experience.
“This campaign is the latest chapter in transforming our marketing strategy to focus on brand, and differentiating Intrepid by owning what we do, how we do it differently and bringing Intrepid moments to life.”
The creative campaign is a testament to the continued partnership Intrepid has with SSW, who helped launch the organisation’s new visual identity in 2021. The Melbourne-based design agency also worked with Intrepid on two of its campaigns – 2022’s ‘Travel is Back for Good’ and 2023’s ‘Good Trips Only’.
“We’re excited to announce the global launch of ‘Only Intrepid’, a campaign that embodies the bold and distinctive spirit of the Intrepid brand,” SSW’s creative director, Andy Sargent, said.
“Grounded in a unique and authentic insight, ‘Only Intrepid’ creates a storytelling platform that clearly differentiates the brand, capturing both the essence of adventure and the power of genuine human connection.”
‘Only Intrepid’ officially enters the market on September 10, 2024, and will remain in circulation into 2025.
It’s viewable via several channels, including radio, digital, cinema, print podcasts, email, social, TV and OOH.
Creative credits
Brand Studio – SouthSouthWest (SSW)
Global Media Agency – Open Partners
OOH – JCDecaux Australia, oOh! Media, QMS Media, Torchmedia, S&J, Mediaworks NZ, JCDecaux New Zealand
Street posters – Plakkit
Intrepid Travel team:
Natalie Placko – General Manager Global Brand
David Nagle – Head of Global Production
Mandy Alderson – Head of Brand Management
Alisia Bufano – Studio Manager
Patrick O’Neill – Senior Designer
Emma Laliberte – Campaign Coordinator
Louise Laing – General Marketing Manager ANZ
Samantha McQueen – Marketing Manager Consumer ANZ
Paige Alfano – Digital Marketing Manager ANZ
SSW team:
Creative Director – Andy Sargent
Strategist – Jonathan Price
Art Direction – Zak Southgate-Smith
Campaign Design – Nick Fox
Writer – Jerome Williams
Motion Art Director – Nick Fontaine
Post Production – Wildebeest
Editor – James Lee
Sound – Production Alley
Colour – Crayon
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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It’s a great campaign. I’m sure it will look great in the OOH space but curious question from an execution POV : looking at the content site, is embedding YouTube video one by one seriously still the best or only way to do video in 2024??
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