Intrepid Travel launches new ‘Only Intrepid’ global brand campaign via SouthSouthWest

Intrepid Travel, a certified B-Corp travel company, has launched ‘Only Intrepid’, its biggest brand campaign yet via Melbourne-based brand studio SouthSouthWest (SSW). With thousands of experiences in over 100 countries, the global campaign elevates the unique moments that can only be delivered by Intrepid, enabled by its deep connections with communities and its award-winning local leaders.

The integrated campaign spans paid, earned, owned and shared channels, driving engagement across different touchpoints across the globe. It features global media buys and out-of-home in major cities including Melbourne, Sydney, Brisbane, London, Toronto and New York, as well as a newly launched ‘Only Intrepid’ content site, campaign film and a dynamic social content series. With almost 1000 creative assets in production and representing an initial investment of over AU$5 million, it marks Intrepid’s largest single brand campaign to date.

From listening to underground house music in Marrakech to making mochi in a rural homestay in Japan, the campaign shines a light on the thousands of unique and special places, people and experiences that travelling with Intrepid delivers.

Reflecting on the new campaign, Natalie Placko, general manager of global brand at Intrepid: “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.

“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 ‘Only Intrepid’ campaign is a continuation of Intrepid’s journey with SSW, which has been pivotal in the company’s brand positioning over the past few years, both from a brand identity and creative perspective. SSW and Intrepid have previously 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 the ‘Good Trips Only’ campaign in 2023.

Says Andy Sargent, creative director at SSW: “We’re excited to announce the global launch of ‘Only Intrepid’, a campaign that embodies the bold and distinctive spirit of the Intrepid brand. 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.”

The campaign launches globally from 10 September 2024 and will run into next year. More integrated than ever before, it will roll out across different channels including digital, social, email, out-of-home, cinema, TV, print podcasts and radio.

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
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

Agency: SouthSouthWest (SSW)
Creative Director – Andy Sargent
Strategist – Jonathan Price
Art Direction – Zak Southgate-Smith
Campaign Design – Nick Fox
Writer – Jerome Williams
Motion Art Director – Nick Fontaine
Client Service Director – Anna Young

Post Production – Wildebeest
Editor – James Lee
Sound – Production Alley
Colour – Crayon