Intrepid Travel launched a new integrated campaign and competition, Golden Gap Year, targeting the 55 plus travel segment and tapping into a shift towards extended travel later in life.
Developed in partnership with creative agency Alt/shift/, the integrated PR and marketing campaign is rolling out across earned, owned and paid channels, spanning broadcast, online and print media, digital and social.
A hero video featuring a real Intrepid customer anchors the creative, using lived experience to reinforce the brand’s positioning around transformative travel.
The campaign is underpinned by its research revealing 80 per cent of Australians aged 55 plus never took a traditional gap year, with one in five saying they still regret it.
Sarah Lindsay head of ANZ PR at Intrepid Travel said: “This campaign is about unlocking growth in a segment that has the time and means to travel, but often lacks the confidence to take that first step. Our research found that sixty-seven per cent of respondents that missed their gap year have considered ‘making up for lost time’, highlighting a significant opportunity in the extended travel market. With Golden Gap Year being led with a real customer story, we’re hoping to make that leap feel achievable.”
Intrepid is also offering one Australian aged 55 plus the chance to win a 12-month Golden Gap Year, Tailor-Made travel experience valued at up to $100,000 plus $25,000 towards flights.
Erica Kritikides general manager Global Experiences at Intrepid Travel said: “There’s a whole generation of Aussies that never had the chance to take a gap year, and while many are ready to make up for lost time, the reality of planning extended of travel can be a real barrier for people. With small groups, immersive experiences, expert local leaders and hundreds of itineraries, our trips give travellers the courage and confidence to take the leap.”
Beyond the competition, Intrepid has launched a dedicated Golden Gap Year hotline, connecting prospective travellers with specialists to design extended itineraries tailored to their pace and priorities.
Australians aged 55 and over are invited to submit a written application or video that shares why they missed out on a gap year, why now is the right moment to finally take one and why they are a worthy winner of this extraordinary opportunity. The winner will work one-on-one with an Intrepid Adventure Consultant to design a personalised year of travel that suits their interests, pace and priorities.
