Intrepid Travel unveils brand overhaul with accountability focus
Will PayneIntrepid Travel has announced it will undergo a major rebrand focused on "empowering communities, protecting the planet and creating a more equitable experience" for travellers.
The operator, which hasn’t undergone an identity overhaul in more than 15 years, has also launched a global portfolio to run alongside the company’s "new purpose".
As part of the refresh, Intrepid has implemented four key changes, including a product statement and a new vision, mission and purpose.
Its singular product statement acknowledges that sustainability and travel are not "mutually exclusive", as Intrepid believes traveling in a way that "empowers communities and protects the planet" creates a better experience for travellers.
The company’s trips will now have a renewed focus on wildlife and environmental conservation, disability support, preservation of indigenous and minority cultural traditions, gender equality and empowerment, as well as skills training and education.
Intrepid has also updated its vision in a bid to create a more inclusive brand through its new Global Ethical Marketing Policy and forthcoming Ethical Marketing Guidelines.
The guidelines will create and sustain accountability around allyship within Intrepid’s external communications.
The company’s new purpose statement builds on its sustainable and ethical outlook, ensuring "both people and the planet are considered in every decision and department within the business".
Intrepid has also embedded gender equality into its seven-point climate action plan and has created a new email address – accountability@intrepidtravel.com – so that the public can hold the company accountable.
Its new mission is to prove that "what makes travel fun can also make it responsible", which it said will be supported by the company’s growth by using its "influence and finances" to support the planet and its people.
"Intrepid’s new brand identity is so much more than a new logo and look," said James Thornton, chief executive of Intrepid Travel.
"We’ve reflected on the past 18 months and leveraged our strengths, purpose and ambition to look to a brighter future."
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Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU
