Intrepid Travel has launched its largest brand campaign to date, 'Only Intrepid', funneling a $5 million investment into almost 1000 creative assets and features global media buys and out-of-home ads in major cities including Melbourne, Sydney, Brisbane, London, Toronto, and New York.

The campaign, created in partnership with Melbourne-based brand studio South South West (SSW), aims to highlight the unique, authentic travel experiences that only Intrepid can deliver. The B-Corp certified travel company has previously previously collaborated with the studio on key brand moments including the Intrepid brand refresh in October 2021, the 'Travel is Back for Good' campaign in 2022, and the 'Good Trips Only' campaign in 2023.

The latest work includes a dedicated content site, campaign film, and dynamic social content series.

General Manager of Global Brand at Intrepid, Natalie Placko, said: "This campaign is the latest chapter in transforming our marketing strategy to focus on brand, and differentiating Intrepid by owning what we do, how we do it differently and bringing Intrepid moments to life."

The campaign, which launched globally from 10 September 2024, will run into next year. It aims to capture both the essence of adventure and the power of genuine human connection, according to Andy Sargent, Creative Director at SSW. "We're excited to announce the global launch of ‘Only Intrepid’, a campaign that embodies the bold and distinctive spirit of the Intrepid brand. Grounded in a unique and authentic insight, ‘Only Intrepid’ creates a storytelling platform that clearly differentiates the brand," he said.

Intrepid Travel, which offers thousands of experiences in over 100 countries, has been a world leader in responsible travel for 35 years and became a certified B-Corp in 2018.