Comment: Gecko's F-bomb achieved its goal

Comment: Gecko's F-bomb achieved its goal
By admin


When Gecko’s repositioned its brand at the start of the year, it did so with one thing in mind. To get noticed.

In a congested adventure travel market, the operator developed what it described as a “raw and real” approach, with bad language as its centerpiece.

“May your heart be light, your step swift and your stories fucking epic”, its slogan read in a clear attempt to come across as young and cool, to resonate with its demographic and, perhaps more importantly, to get publicity and “cut through”.

I argued at the launch of the repositioning that there was nothing shocking with its use of the word “fucking”. It got noticed for sure, but how could it be described as shocking when the word is uttered on such a regular basis, not only by Gecko’s target market but in virtually every movie with an adult certificate, by comedians up and down the country, on chat shows and in novels.

Whatever the rights and wrongs, we have, to a point, become desensitised to bad language, be it the written or spoken word.

This week however, Intrepid managing director James Thornton told Travel Today the word will be dropped from its marketing after sales failed to take off. Visits to the Gecko’s website soared 35% we were told but that didn’t translate into bookings.

“It was great to draw some attention but I don’t think we need to swear to get our message across,” Thornton said.

After six months in the market, dropping the word is probably the correct decision. But not because it may have offended a few people but because its job had been done. The increase in web visits and the widespread coverage the repositioning got suggests that it did what it set out to achieve – to draw attention to the brand.

That the increase in interest and web visits failed to result in a bookings surge is surely not the fault of a slogan or strapline but something more fundamental, such as the product itself.

Gecko’s said at the launch of the slogan that its product would remain unchanged, a strange approach. No matter how clever, sophisticated or edgy a marketing campaign is, it is almost worthless without a product to back it up.

Gecko’s is now seeking to put that right by doubling its itineraries and increasing its departures.

Distribution is also being looked at as it seeks to increase sales.

It would also be unfair to compare this campaign with that of Tourism Australia’s ill-fated “where the bloody hell are you” messaging. That failed because it went down terribly in Asian markets who were offended at the use of a swear word.

Gecko’s target market on the other hand would not have been shocked or insulted at the use of bad language so the two are separate issues.

Tourism Australia has moved on since then. Gecko’s will do likewise.

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