ASIA-PACIFIC – AUSTRALIA, JANUARY 23, 2013 – Travel agency Geckos Adventures has launched a bold new brand positioning urging travellers to ‘Run Wild.’
The "raw and real" launch campaign developed by JWT Melbourne includes social media, online video, street posters and a new magazine-style brochure entitled ‘The World.’
Executive creative director JWT Melbourne, Richard Muntz said: “The Geckos traveller is a traveller who thinks for themselves – not a tourist who needs their hand held. We’re speaking to that sense of independence in a voice that’s unapologetically provocative.”
Geckos head of marketing Kirsten Cameron said that 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 are a lot of people operating in our space, so it’s hard to differentiate. Now we’ve found our own language. No one else is doing anything like this.”
CREDITS
Executive Creative Director: Richard Muntz
Art Director: Gabriel Woodmansey
Copywriter: Deborah Frenkel
Executive Planning Director: Angela Morris
Senior Account Director: Jo Hardy
Account Manager: Julia Biggs
Sponsor
