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A whole new frank world: Topdeck introduces ‘Feel Real’ brand proposition

January 22, 2020 Tour Operator No Comments Email Email

In a visionary move designed to reclaim the visceral essence of travel and liberate wayfarers from filtered tourism, Youth travel experts, Topdeck, have today launched their new brand proposition, ‘Feel Real’.

Born from multi-market research across Australia, New Zealand, United States and United Kingdom into its target audience of 18 – 39-year-olds, the strategic pivot will see the brand strip artificial attributes of travel and amplify unfiltered opportunities that are more socially rewarding, culturally different and personally liberating.

The Feel Real proposition has been developed in response to the cumulative consensus from its growing polymath audience and customer base, vetoing mass-produced and duplicated moments.

Topdeck Global General Manager Charles Knowlton says the company intends to break through the travel conformity trending social realms by redeveloping routes across the world, drawing attention to the elements of travel that ‘feel real’ and liberating individuals from the rules of normal life.

“Travel that feels real is at the heart of our brand and operations approach. We know that our customers desire deep culture, meaningful connections and to be able to not just see, but really feel a destination, as well as take in everything the journey has to offer along the way,” Mr Knowlton said.

“Travel has become commoditised and homogeneous. Travel should be more than just offering the standard ‘copy and paste’ experiences. It should offer people the chance to escape the mundane of day-to-day life, meet new life-long friends, gain new perspectives and broaden their horizons. We deliver that, group travel delivers that, but group travel has an image problem, that we aim to overcome.

“All of this thinking has been built into our brand proposition. We want to enable people to feel liberated from the rules of normal life. Travel is about discovery and being you, without feeling the need to conform to the “sameness” we are exposed to every day.”

The evolution will see the introduction of a new website, digital marketing campaign and collateral, refreshed messaging, trip alterations and a series of new product releases.

Topdeck Global Head of Marketing Anna Fawcett says this new era of travel by Topdeck will reinforce its mission and commitment to inspire young travellers through life changing travel experiences.

“This is an exciting time for the travel industry and in turn, for Topdeck. We know that our target audience, Gen Z and Millennials, want authentic travel as opposed to the polished Insta-worthy experiences that we’ve become over-exposed to today,” Ms Fawcett said.

“Our new brand proposition, ‘Feel Real’, has been designed to help enhance the travel experience offered by Topdeck, as well as to ensure our marketing approach evolves to respond to the shift in values among our customer base. It’s time for us to be bold and shout about what we do exceptionally well – we want to shake things up and break the mould of the “same same” boring travel advertising everyone else is doing.”

The Feel Real campaign and research has been commissioned by ZAK, a UK-based youth marketing and creative advertising agency and will be immortalised throughout the Topdeck’s corporate framework, operation and aesthetic.

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