Remember that rebrand? You know, the one where Geckos Adventures used the F-word unapologetically, where it urged you to take a holiday by, well, swearing at you…
Well the team are at it again, but this time, they’re back with a fresher, better thought-out plan for the youth brand.
Back in January 2013, Geckos infamous rebrand saw it adopt a “raw and real” approach to marketing, incorporating a swear word into its tagline – “May your heart be light, your step swift and your stories sucking epic”. The boldly irreverent image aimed to lure the student youth market, but the repositioning, perhaps unsurprisingly, flopped.
Intrepid Travel Group managing director James Thornton described that rebrand as a “huge blip”.
“Imagine inheriting the brand after that had happened,” he told KarryOn.
“It completely disenfranchised people.”
But he confirmed that Intrepid Travel Group remains “absolutely committed” to the brand and is determined to use it to conquer the student youth space.
Image credit: Geckos Adventures
Thornton identified Contiki and Top Deck as contenders in the “more traditional coach space” but highlighted growing demand for small group travel among the same demographic.
Although he admitted a “tough journey” lay ahead for Geckos, he outlined plans to invest heavily in the brand to get it to where it needs to be.
“We’re investing in Geckos in terms of position, product, variety,” he said.
The first step is reducing the age limit for travellers so that they fall within the 18-29 bracket – a reduction of 10 years. This will take effect in 2017.
“We’re transforming Geckos into a brand that provides the next generation of travellers with the ability to travel with people of their own age and who are like-minded,” Thornton said.
The change is the result of feedback sessions with key travel agents and consumers themselves.
“Someone who’s 35 wants a different type of travel to someone who is 18 or 19,” Thornton explained.
“We’re taking an industry defining position.”
Older travellers trying to book with the brand will be encouraged to travel with Intrepid instead.
In addition, there will be a fresh focus around social responsibility with Thornton announcing a new partnership with Friends International which works with marginalised kids and young people. Geckos will make a $10 contribution on behalf of every client which will be matched by the Intrepid Foundation making it a total of $20.
“People want to travel in a sustainable manner,” Thornton commented.
“People born in the mid-90s onwards are now coming into the workforce having grown up in an environment where recycling and sustainability is the absolute norm. We’re increasingly seeing travellers of that age wanting to be socially responsible, giving back.”
Deposits are also being dropped from $250 to $100 with group sizes capped at 16, but averaging about nine to ensure that “true small group experience”.
Finally, Geckos is adding 20 new trips in North America and Africa – new destinations for the brand making it “truly global”, according to Thornton. That means double the number of departures next year – all of which are guaranteed.
“The brand itself still looks same, still breathes and exists in same manner but it really is about the repositioning of age and the other features,” Thornton said.
“It’s not a brand overhaul and we certainly won’t swear at anyone – it’s more of a product overhaul.”