Intrepid Travel shifted its marketing strategy from direct response to brand building post-Covid, allocating more budget towards boosting the brand image rather than quick hit advertisements.
The 'Good Trips Only' campaign emphasized local culture and environmental impact, aiming to create a positive brand image with a dual meaning of fun trips and community/environmental benefit.
Intrepid's revenue mix changed significantly after the shift, with 65% of revenue now coming from direct sales compared to 35% pre-pandemic, indicating the success of the brand-focused approach.
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