F-bomb flops for Gecko’s

F-bomb flops for Gecko’s
By admin


The controversial F-bomb used in the repositioning of youth travel brand Gecko’s Adventures is to be dropped, with its management team revealing the rebrand has yet to deliver.

In January, Gecko’s unveiled the new look which used irreverent imagery, quirky descriptions and the new tagline: “May your heart be light, your step swift and your stories fucking epic”.

But while some embraced the push, others were less impressed with several complaints coming in.

“The F-word won’t be staying,” managing director of the newly formed Intrepid Group, James Thornton, told Travel Today.

“It was great to draw some attention, but I’m not sure we need to swear to get the point across.”

While the repositioning has delivered a 35% rise in unique visitors to the website, bookings have been largely unaffected, he revealed. He added the F-word could have played a role in the lacklustre performance this year.

“Making a bold statement like that can blow up in your face,” Thornton said. “I’m not saying it wasn’t the right thing to do, but it’s had its purpose and we will be refining that going forwards."

However, he is confident the group will be able to turn things around for the brand over the next year and will be seeking to tweak the messaging as part of that process.

“Strategically, it’s bang on where it needs to be, but it’s not quite there with the tone of voice, distribution and departures.”

As part of the turnaround strategy it will also double the number of itineraries to 140, expanding the number of departures and taking the product globally under the direction of its new Global Industry Sales Manager, Pete Rawley.

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]