Published on Tuesday, February 12, 2013
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."
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The recent insolvency of Low Cost Travel Group, one of the large players in the travel industry had a big impact on the travelers, hotels and all related players from both wholesale & retail arms. There were about 27,000 people on a holiday who had booked through the company comprised of a €200 million wholesale arm and €500 million OTA / retail arm.