Intrepid Travel has been nominated by the International Travel Video Awards for Best Travel Advertisement of 2018.
The ‘Be Intrepid’ advertisement was driven by Intrepid’s in-house creative team, who worked in collaboration with Melbourne based film production studio, Betty Wants In, filmmaker Ben McNamara and Creative Director Ben Keenan. The creative strategy encouraged travellers to be more open and curious about the world, supporting Intrepid’s vision of ‘Changing the Way People See the World.’
The awards honour innovative and inspiring travel videos released in 2018 by both independent filmmakers and brands from across the globe and, Intrepid is encouraging Australians to vote for their home-grown adventure travel company.
“This campaign was an articulation of Intrepid’s vision, and we are thrilled that this has resonated with audiences. Leveraging the word ‘Intrepid’ let us shift our stories from what destinations are like, to what people are like, and how travel shapes and changes them for the better,” said Liam Neal, Global Creative Production Manager, Intrepid Travel.
“We are encouraging industry and travellers alike to cast their vote online and help us win the People’s Choice Award in Las Vegas on 9 April,” added Neal.
With a modest production budget of $140,000 Intrepid are up against just three other nominees including Tourism Australia’s Super Bowl campaign starring Chris Hemsworth, RIMOWA’s ‘Never Still’ campaign featuring Roger Federer and an advert for luxury skincare brand La Mer set in Tokyo, Japan.
The ‘Be Intrepid’ brand campaign was distributed across Australia and New Zealand with a modest $500,000 spend on above the line non-digital, in gym placement, metro out of home cross-track display and through a sponsorship of David Attenborough’s Blue Planet documentary aired on Channel Nine. Tourism Australia’s ‘Dundee Superbowl’ campaign was reported to have cost $36 million.
The nomination tops of a strong year for Intrepid Group who delivered an EBITDA result of $15 million in 2018. In the same year, they achieved B Corp certification making them the largest B Corp in Australia, joining a growing global community of businesses like Patagonia that are looking beyond the bottom line.
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