Skift Take

Since the end of Covid, Intrepid has been transforming its marketing strategy by focusing on brand, rather than quick hit advertisements.

Jesse Chase-Lubitz

Intrepid Travel has overhauled its marketing strategy in the past few years.

It had been spending about 90% of its marketing budget on direct response, with ads, discounts, and flyers. A typical direct-response campaign might promote a particular tour - 25% off a Galapagos trip, for example, or a deal on Antarctica cruises.

But that approach is now down to about 50% of the budget, with the rest going to boosting the overall image of the brand.

A "Good Trips Only" ad at bus station in London.

The shift began during the pandemic, explained Leigh Barnes, Intrepid’s chief customer officer.

“We co