Elevating the leader in responsible tourism

NJF positions Intrepid Travel as a leader in responsible adventure travel

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Intrepid Travel
  • Media Relations
  • Public Relations

Situation

Intrepid Travel is the leading small-group adventure tour operator that gives travelers the chance to get under the skin of the places they visit. Their trips are designed to go off the beaten track and to allow travelers to truly experience local culture. Intrepid Travel is also the first travel company to have a responsible tourism department. The client wanted to focus its coverage on their responsible tourism efforts by capitalizing on timely initiatives.

Action

Our action plan focused on three key areas:

  • Female empowerment in India: Intrepid Travel became the largest employer of female tour guides in India and set a goal to achieve a 50% female tour guide force on more than 1,000 tours. NJF organized a press trip to India that included writers from National Geographic and Newsweek.
  • Protecting the environment: In the wake of President Trump’s decision to withdraw from the Paris climate accord, Intrepid Travel worked with us to announce it would double its carbon offset contribution on all U.S. tours.
  • Promoting cross-cultural understanding: After President Trump re-tightened restrictions on going to Cuba, we promoted Intrepid Travel as one of few tour operators that could still take Americans to the country.
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Results

Coverage on Intrepid Travel’s efforts in these three key areas positioned the company as the responsible tourism leader in outlets ranging from national newspapers and top-tier lifestyle publications to trade outlets and more.

  • 15% Passengers to India

    After features about Intrepid Travel’s female guides went live in Newsweek, National Geographic and Teen Vogue.

  • 24% Growth in U.S. Booking

    Coverage in the Associated Press, The New York Times, Travel Weekly and more, which earned over 7 million impressions.

  • 56% Passengers to Cuba

    Coverage on Blackbook, Thrillist, Condé Nast Traveler, USA Today and Travel Weekly positioned Intrepid Travel.

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