Intrepid looks to recommit to its core values with latest brand campaign

Travel company's external brand visual refresh go back to the heart of its purpose, says marketing and brand leader


In addition to travel bans, the last two years have led to an awakening in people’s desire to engage with organisations that are purpose driven and deliver a net benefit to society and the planet. That’s particularly good news for Melbourne born travel company, Intrepid Travel.

Since its foundation in 1989, Intrepid has worked to deliver a socially conscious approach to travel. It cemented its credentials when it became a Certified B Corporation (B Corp) in 2018, incidentally becoming the largest travel B Corp in the world. Now, Intrepid is putting its ethos and credentials more prominently on display, although Intrepid general manager of global marketing and brand, Natalie Placko, stops short of calling it a rebrand. It is the first renewed brand push in 15 years.

“We are definitely not rebranding, because we are still Intrepid, and we are definitely not repositioning, because we are still the same business,” Placko said. “In essence, we are going back to the heart of Intrepid and looking at ways of reconfirming and recommitting to our dedication and commitment to what we stand for.”

Intrepid has taken on a new visual and brand identity, with some help from Melbourne-based brand and design agency, SouthSouthWest, including an update and recolour of the logo it has had since its beginning. The bigger changes have been happening on the inside, however, with a new vision and purpose statement focused on empowering communities, protecting the planet and creating a more equitable experience for all travellers, and a mission statement to create positive change through the joy of travel.

“There is a lot of evolution, revitalisation and re-energising for post-pandemic,” Placko said.

The changes are also designed to bring attention to attributes of the organisation Placko said have always been present, but which may not have been visible to people outside of the organisation.

“As we grow, especially outside of Australia, there is the need to ensure people know who we are and what we stand for,” she said. “Being a purpose-led organisation really started in the very beginning for Intrepid, when we didn’t necessarily have customers who were interested. So to have almost the entire world start focusing on this during the pandemic, with their interest in aligning themselves with purpose-driven businesses, is what we have been waiting 32 years for.”

In addition to its B Corp status, Intrepid has been a carbon-neutral business since 2010 and lifted that to a 125 per cent offset in 2020. The company is on track to transition to 100 per cent renewable energy in all offices around the world by 2025, and for its trips by 2030.

“It is all really good stuff, and we just want to make sure if our travellers are interested, they are definitely seeing it,” Placko said.

Part of the showing will include a brand campaign, which Placko said will roll out from December into early next year. The company has also announced plans to open 15 hotels across Australia and New Zealand in the next four years in partnership with the Drifter Hospitality Group.

“We will continue over the next few months elevating the new mission, which is creating positive change through the joy of travel and talking about positive changes that you as a traveller can have or that we as a brand are having by running our trips,” she said.

“We are super proud we are the world’s largest purpose-led travel brand and we are going to continue to be there, and we want everyone to come along on that journey with us.”

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