Next chapter of ‘Only Intrepid’

September 2025

The latest iteration of the global campaign – Only Intrepid – captures uncommon experiences through a more immersive lens – bringing fresh energy to Intrepid’s global marketing mix.   

Intrepid Travel, the world’s largest adventure travel company and a certified B Corp, has launched the next evolution of its biggest-ever brand campaign, ‘Only Intrepid’. 

The latest campaign builds on the success of 2024’s ‘Only Intrepid’, the company’s most successful brand campaign to date, which helped achieve a 55% increase in global brand search volume, increased brand awareness and generated strong momentum leading into a successful sales period. This latest iteration brings a renewed focus on human connection and emotion while highlighting the uncommon experiences that travellers can only get with Intrepid. Tailored brand shoots across Italy, Turkey, Tanzania, Croatia, Morocco and Kenya in 2025 produced imagery and video shot with a uniquely first-person perspective to capture more immersive storytelling for the campaign.  

Alongside fresh creative, the team introduced evolved brand messaging, QR codes and new calls-to-action, providing marketers across global regions greater flexibility to tailor campaign elements and add components that resonate with local markets and above-the-line activity.  

Natalie Placko, Global Brand Director at Intrepid, says: ‘From learning to make a traditional meal in a small village in Kenya to hand-making mosaics in Croatia, this campaign highlights the unique moments you can have, and the meaningful connections you can make, on our trips. This is Intrepid at its best. Only Intrepid celebrates the real experiences, real places and real people that make travelling with us unique.’ 

‘We know that what travellers remember most are the connections they forge along the journey and we wanted to put those life-changing moments at the centre of our storytelling in a way that makes the audience feel like they’re part of the action,’ she adds. 

Having previously invested roughly 80% in performance marketing, Intrepid has made a significant shift in recent years, moving to a 50/50 split between brand and performance. The integrated campaign will run across paid, owned, earned and shared channels, spanning digital, social, email, TV, radio, podcasts, and out-of-home placements in major cities, including London and Melbourne. It will launch with a new suite of hundreds of creative assets and content designed to inspire and engage across every touchpoint. 

Launched on 2 September 2025, the campaign will lead into Intrepid’s biggest sale of the year – Black Friday, marking a key moment in the brand’s global marketing calendar.  

The campaign was again developed in collaboration with Melbourne-based creative studio SouthSouthWest (SSW), continuing a partnership that has helped shape Intrepid’s brand positioning over the past few years. SSW and Intrepid have previously collaborated on key brand moments – starting with the Intrepid brand refresh in October 2021, followed by the ‘Travel is Back for Good’ campaign in 2022, the ‘Good Trips Only’ campaign in 2023 and the original ‘Only Intrepid’ campaign in 2024.