Adventure travel operator Gecko’s Adventures has unveiled a new “raw and real” approach to marketing with swearing now part of its lingo.
A revamped website and brochure have been released today featuring irreverent imagery, quirky descriptions and the new tagline: "May your heart be light, your step swift and your stories fucking epic".
Head of marketing Kirsten Cameron said the move aims to make the brand stand out in the adventure travel sector, using language that suits its style of travel and resonates with its audience.
"There's a lot of people operating in our space, so it's hard to differentiate between us," Cameron said. "Now we've found our own language. No one else is doing anything like this."
The tagline may shock some members of the traveling and agent community, but Cameron is unconcerned.
"The early response has been positive," she said. "For some people, they're not going to get past the fact we have the word fucking on our cover and that's fine, don't come on our trips. But the traveller that we're speaking to, that's the language they use."
Agents offended by use of the swear word "probably wouldn't have sold our trips anyway," according to Cameron.
"We actually think it's quite helpful for agents because its an immediate self-selector that will help find the right travel company for their clients," she said.
Cameron warned that Gecko's travel experiences and destinations are likely to offer a degree of culture shock so are less suited to travellers that might blush at bad language.
"It's important that we set the tone up front," she said. "If you can't deal with it don't go on our tours, pick someone else."
Marketing will now feature a greater focus on video, with social media to play a key role. In addition, Gecko's will unveil a trade promotion for agents to win a trip in the next week.
But while marketing material is clearly targeting the 18-35 demographic, Cameron insisted that people of all walks of life are welcome on Gecko's tours, as long as they understand the firm's ethos.
Meanwhile, she reported good feedback and bookings on the back of its 100% departures guarantee, introduced at the end of last year.
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