Med Hotels

Tour op speaks to youth market in 'their language'



Geckos Adventures has taken the brave step to target the youth market in its own language with a 'raw' brochure complete with swear words.


The rustic brochure, which uses pictures taken by Geckos Adventure travellers rather than publicity shots, features the 'Run Wild' slogan.


Inside the advice says, "may your heart be light, your step swift and your stories f***ing epic".


Various marketing initiatives are planned including an ad campaign in Picture House cinemas across London and a promotional rickshaw ferrying service for Flight Centre employees taking them from the Tube to their office.


The Geckos Adventures website has also undergone an overhaul, featuring videos, last minute deals and customer reviews and the operator has condensed its itineraries, concentrating on 100 top selling tours to the Middle East, South East Asia, Africa and Latin America.


Focused on the 18-35 market, the operator features backpacking-style tours for up to 16 people.


Sales and marketing director, Spencer Neal, who claims more than 60% of sales are through the trade using agencies like Flight Centre and STA Travel, said agency staff loved the refreshing new look and were comfortable to sell it to the right clients.


He said: "I think the head office of some agencies are reserving their judgement until the sales come through but the feedback from agency staff is great.


"The language is controversial because it is not used in traditional marketing but there's only actually one swear word in the brochure."


Glenyce Johnson, Geckos Adventures managing director said: "We are not trying to be controversial for controversy's sake - our new branding has been carefully thought through to speak to our travellers openly and cutting out all the usual marketing fluff."

Tuesday, February 12, 2013



Your Comments

, be the first to post a comment.
Your email:






Email other comments made to this story
Code Request a new picture 5 characters



NOTE: Comments are subject to admin approval before being posted.
  • Yeah but no but...

    This is great PR but that copy is seriously cringe-worthy. I'm in the target age group but that kind of thing would make me run a mile. On a more positive not I think the idea of using travellers' photos is a good one - as long as they can keep the quality up.

    By James M, Tuesday, February 12, 2013

Mole Poll
With oil prices at a 5 year low should airlines reduce their fuel surcharges immediately?
YES 80.77 %
NO 19.23 %

Thank you for your vote



Get Adobe Flash player
LATEST MOLES' GALLERIES
UPCOMING EVENTS
Sponsored features

The results are in: eco-certification delivers better business for hoteliers

Once again world-class research shows eco-certified hotels are proven to operate more efficiently and attract guests who help them save money and the environment.

Our Green Globe members have for many years reported efficiency gains in resources, particularly energy and water, from 5% to 20% per year. 

For more information about Green Globe and its certification standard and independent audits visit www.greenglobe.com