Report on Intrepid Travel's 'Experience Organic' Campaign Strategy

This report analyzes Intrepid Travel's 'Experience Organic' tourism campaign, focusing on sustainable practices. It begins with a letter of transmittal and an executive summary, followed by an introduction detailing Intrepid Travel's operations and size. The report proposes a promotional campaign strategy centered around public relations and digital marketing, targeting young adults and environmentalists. It outlines the target market, business cycle, and communication objectives, while also identifying competitors and detailing communication channels. The report includes a SMART KPI analysis to measure campaign results and provides a budget for the promotional campaign. The campaign aims to promote eco-friendly living and organic farming in the Gympie and Mary Valley region, emphasizing the importance of sustainable tourism and corporate social responsibility. The report concludes with a reference list and appendices for further information.

Running head: TOURISM CAMPAIGN
TOURISM CAMPAIGN
Name of the Student:
Name of the University:
Author Note:

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Letter of transmittal
Jimmy Oslo
Marketing manager
Intrepid travel
Australia
Respectfully,
The aim of this letter is to mention about the promotional strategy that Intrepid Travels can
initiate to attract more clients around the world. The campaign will name ‘Experience
Organic’ that will be building sustainable tourism practice. The head of the marketing team
will be following steps for this campaign.
Not only the college students or young generations but also the retired couples feel
attracted to the adventures offered by this company. The respect for local communities,
environment and cultures have retracted the young crowd along with older people. This is the
reason why the campaign will be targeting mainly the young generation as well as old
travellers who prefer to contribute for serving the planet. The process of campaigning
strategies will include target market, business cycle and communication objective, identifying
the competition, proper communication channels and measuring result of the campaign
through KPIs and the budget for this promotional campaign.
This campaign will be effective from 12th October 2019 to 12th December 2019. The
marketing head can be communicated if there is any question. The team will be ready for call
to action. Regards.
Sincerely,
Haden Ray

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Executive summary
The paper has analysed the target market for this specific promotional campaign on the basis
of detailed market research and academic literature for their selection. Depending upon the
organisation’s position in the business cycle the communication objectives of the promotional
campaign has also been detailed. For the success of the promotional campaign, the analysis of
competition of the similar companies has to be done so that the chances of success of the
campaign can be understood. The communication channels have given the campaign support
directly so analysis of these channels. Through KPI results of the campaign has been
measured and finally, a realistic and relevant budget for the promotional campaign has been
given.

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Table of Contents
Introduction:...................................................................................................................4
Brief overview of the company:.....................................................................................4
Suitable promotional campaign strategy:.......................................................................5
Target market:................................................................................................................6
Business cycle and communication objective:...............................................................7
Identify the competition:................................................................................................7
Communication channels:..............................................................................................8
Results of the campaign to measure SMART KPIs:......................................................9
Budget for your promotional campaign:......................................................................11
Conclusion:..................................................................................................................12
Reference list:...............................................................................................................13
Appendices:..................................................................................................................14

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Introduction:
The aim of this report is to discuss the operation of one of the most successful travel
company in Australia namely Intrepid Travel. This paper will be analysing the marketing
process of the company through introducing a new promotion campaign which will be
focusing on the sustainable farming process. This paper will be analysing the operation of the
travel organization including its size, turnover, visitation numbers and occupancy rates within
the organization. It will also detail the suitable promotional campaign strategies for attaining
the goal of the promotion, focusing on one element of the promotion mix mainly public
relations. The company already has the reputation of largest carbon neutral Travel Company
since 2010 but this type of initiative will be taken for the first time.
Brief overview of the company:
Intrepid travel is the largest small group adventure travel company of the world that
offers more than one thousand five hundred itineraries in 120 countries of the world. The
company was established in in 1989 by Darrell Wade and Geoff Manchester as a division of
PEAK adventure travel group (Intrepidtravel.com 2019). This company only focuses on the
adventure Travel rather than business or leisure tourism. The destinations of Latin America,
Asia, North America, Middle East, Europe Africa, Antarctica and Australasia are included in
the package of this company. It is a large size organisation with branches in different parts of
the world and known to 9 billion travellers in Australia (see appendix 1). There are more than
thousand employees working in the branches worldwide. This B Corporation earns revenue
of over 300 million dollar. The turnover rate of this company is minimal but have a high
visitation number in small groups. The trips with interviewed include travel via local
transport and the customers enjoy locally owned lodging and local food. There is a product of
vegan tour arranged by this global company and it is the first one to ban elephant rights in the

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tours (Intrepidtravel.com 2019). The company includes the non-profit organisation namely
the Intrepid Foundation that shoppers the responsible business. Through travel the company
promotes carbon management practice and align its strategies with the United Nations Global
Compact in terms of human rights, labour rights, anti-corruption, and environment practices.
Suitable promotional campaign strategy:
As mentioned before, the company named Intrepid Travel has the experience of
operating in the campaign against carbon emission as a part of CSR activity of the company
but this time it will be promoting the eco-friendly living. This company can effectively
promote the campaign named ‘Experience Organic’ that will be building sustainable
tourism practice. In this regard, the company will choose one particular place in the south
east Queensland area mainly Gympie and Mary Valley region. This place is chosen because
2.7 million people visit annually this area (see appendix 2). Here the company will build
home stay in the farm and promote using solar energy course. Here the tourists can enjoy the
living in nature facility and consume food from naturally fertilised crops.
This promotion strategy will be focussing on the public relations where the marketing
team will be building an acceptable image in the market through creating the relations with
the general public. Through this campaign named ‘Experience Organic’ the company will
be able to have the supporting of the people associated with it starting from the shareholders,
government of Australia, employees, clients or the small groups to prefer this brand for
travelling in various parts of the world as well as of Australia, suppliers, distributers and the
communities of the organic farmers as a whole. The publicity in the form of public relations
that the company can use with the intension to bring a newsworthy data to the public mainly
to attract new customers (Karna, Ye and Karn 2017).

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The promotion strategy will include seven most important steps which will be
followed exponentially by the marketing team of the company. This campaign will be
effective from 12th October 2019 to 12th December 2019 as this season has highest visitation
rate (see appendix 3) Firstly, the team will study the different marketing communication
processes. Secondly the team will set objectives (Telenta et al. 2019). Thirdly, the team will
be determining the promotional materials. Fourthly the marketing team will develop the
promotional message. Fifthly, the budget will be set. Sixthly it will determine the process of
measuring the results and success. Finally the repeating of this process for successful
promotional campaigning will be done.
Other potential elements of the promotion mix this campaign would be a part of
will be the digital marketing (De Grosbois 2016). This is due to the fact that most of the
tourists who are already a part of this company and communicate with the groups are tech
savvy hence promotion of this campaign through the digital medium will be more effective.
Rationale:
The strong meed of the promotion of the organic food and natural living will help the
promotional campaigning more authentic. The trend of going back to nature especially
among the young generation of the world has been translated to this campaign (Xu and Chan
2016). In order to survive the high competition in the tourism market of Australia in one hand
and promoting the farming and agricultural industry, this company will encourage the
travellers to visit these places and contribute to the growth of infrastructure and standard of
living of these area,
Target market:
The target market of this company is chiefly the young adults the environmentalist
and the researchers of various interests. They are solo travellers, group adventurers and

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wildlife travellers. Most of the Travellers of this company are the college students who to
love to travel and have curiosity about the world. Not only the college students or young
generations but also the retired couples feel attracted to the adventures offered by this
company. The respect for local communities, environment and cultures have retracted the
young crowd along with older people. This is the reason why the campaign will be e targeting
mainly the young generation from 19 to 35 years old travellers who prefer to contribute for
saving the planet and support the CSR activity of the company.
Business cycle and communication objective:
In the business cycle intrepid travel belongs to the expansion for prosperity face for
which the objectives of this campaign can be motivating and dependable.
The communication objective of this particular campaign will be to promote the
concept of organic farming and Eco tourism around the different parts of the world.
To make sure a large number of new travellers are added with this campaign so that
adventures can be translated to sustainable growth.
The desire for exploring new places can be transmitted to new initiative of protecting
endangered species and uses of unconventional energy for use.
To help focus more on the corporate social responsibilities through assisting the
organic farmers and suppliers.
Identify the competition:
Intrepid travel mainly focuses on the adventure travelling in the small groups there for
the competition is not very strong. Despite the fact there are huge number of travel companies
present in the Australian tourism market but very few of them only focus on the adventure
travelling. The main and important competitors of Intrepid travel are INTRO TRAVEL,

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Ultimate travel, G Adventures, Trafalgar and Topdeck. Most of these competitors help
travellers to explore new places be historic importance, art, geographic or geological interest,
cultural and other aspects (Karna, Ye and Karn 2017). However the category of travel style
provided by intrepid travel is unmatched for which the people from different financial
background can avail the services of this company according to their need and affordability.
Communication channels:
The communication channel for this promotion campaign will include both the
personal as well as nonperson communication channels. The face to face meetings, personal
sales presentation, online chatting, emails and telephone contacts will be used. The non-
personal communication like newspaper, direct mail and magazines can also be used to send
the information about the goals, procedures and policies of the organization regarding this
particular campaign.
The communication will be taking place through online and social media posts along
with pictures which will be reviewed by the already existing customers for experienced
travellers in different platforms (Kiráľová and Pavlíčeka 2015). The most attractive images of
the activities in organic farms will be given show that the aim of this campaign is myth. The
pictures of working with organic farmers having food and visiting the local communities will
be there. The company can properly use the platforms like Instagram and Facebook to
showcase the activities and extract more tourists. Addition to this the contents can be shared
through the website of the company where there is a Travellers blog present already. The
travellers here will be sharing their experiences of the trip with Intrepid. By the medium of
newspaper and magazines where the travelogues are written the company can give
advertisement in search magazines (Stavrianea and Kavoura 2015). The images and detail
description of the campaign will directly reach the potential travellers.

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Results of the campaign to measure SMART KPIs:
This is important to understand the success of campaign initiated by Intrepid. Through
Specific, Measurable, Achievable, Relevant and Timely or smart key performance indicators
the company can actually measure the achievement of the promotional strategy different KP
will make sure that the potential Travellers are taking interest about this campaign and
agreeing to revert actively(Kotler et al. 2017). the KPI will be measured through the
employee turnover rate and customer Matrix.
Employee Turnover Rate
Through ETR or employee turnover rate it would be understood how much employee
attracted to work with this campaign. The amount of attrition taking place in the organisation
after the campaign will be initiated can measure the satisfaction of the employees within the
organisation. If it is recorded that more employees are leaving the company as there are
change in policies and strategies to achieve the goals of this campaign then it would be
understood that this campaign is affecting negatively on the workforce of the company.
In this regard the management will be arranging better salary packages and other
facilities for the employees working in this campaign. the measurements of employee
turnover rate is specific in nature because it has end to solve particular issues like mitigation
of carbon emission and providing the customers experience of living in nature (Kotler et al.
2017). This is specific because through this campaign the employees will be able to analyse
their objectives among the great customers. It is also immeasurable aspect because the
company will recognize the attrition rate by average number of employees in this company. it
is achievable because the more employee will be leaving the company the more it will give
the scope for new recruitment and these new employees will be more motivated to work in
such creative campaign . This will also provide the company scope for implementing new

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Strategies for the overall Welfare of the company in one hand as well as the society where the
company has been operating for long. This KPI is relevant because it is helping the
organisation to know whether it is actually helping the society by creating scope for
community people to get attached with the Travellers from different parts of the world
(Kotler et al. 2017). The PPI is also time based because the company will be checking the
customer satisfaction for a particular time span to understand whether this new strategy has
applied to the growth or not.
Customer metrics
Intrepid travel has aimed to create a collaborative initiative for promoting organic
farming through arranging visit to the local organic farms in the Queensland area. As the
company is mainly focusing on the adventure travelling this will be attractive to the
customers because they will be staying in nature and spending a few days of life with local
community using unconventional energy. This will allow them to have a different kind of
experience and understand the need for promotion of organic food. The campaign is to make
it clear that without harming the nature the human society can be developed and it is the only
way to achieve sustainability and save the planet. This idea behind this campaign will be
attractive to the adventurous travellers but the company must check if the customers are
understanding this actual objective of this promotional campaign. There are various ways
which the Travellers can take to understand the objective but Intrepid travel will have to
make sure that the effect of this campaign remains for a lifetime with these travellers. This
campaign is specific in nature because the company can see whether the customers are
understanding about different barriers inflicted upon the organic farming process and the
natural resources of this planet.

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This KPI is measurable in nature because the visitation number will be e revealing the
success of this campaign. The company can measure whether the number of visitation is
increasing or not. It is achievable because Intrepid Travel has invested for the research and
development sector and Agriculture of Australia so that they can ensure the ultimate
experience to the customers. This particular KPI is also relevant because it would be
appealing to the customers from different parts of the world who have interest in in working
in this field of promoting fertilizer free food. It is relevant for the customers who are mainly
environmentalists and finding the way to campaign against carbon emission. It is time
specific because the company will have contract with the farmers for a specific time or
season when they can showcase their products to the travellers and let them stay in the local
community huts.
Budget for your promotional campaign:
Marketing Budget
Plan
Category Estimated
Quantity
Estimated
Cost
Estimated
Subtotal
Research
Research process fees 5 $3,300.00 $6,600.00
Web research 2 $1,700.00 $1,700.00
Independent researches 2 $900.00 $2,700.00
Other researches 3 $550.00 $1,100.00
Research Costs Total $12,100.00
Communications
Brochures and magazines 5,000 $0.17 $850.00
Web 5 $6,000.00 $30,000.00
Radio 13 $700.00 $9,100.00
Television 1 $1,000.00 $1,000.00
Communications Cost Total $40,950.00
Networking
Memberships 3 $100.00 $300.00
Affiliations 2 $50.00 $100.00