JWT Melbourne unveils 'raw and real' campaign for adventure-travel brand Geckos

The ‘raw and real’ launch campaign includes social media, online video, street posters and a new magazine-style brochure entitled ‘The World.’

The brand's head of marketing, Kirsten Cameron, said the move aims to make the brand stand out in the adventure travel sector, using language that suits its style of travel and resonates with its audience. “There are a lot of people operating in our space, so it's hard to differentiate," she said. "Now we've found our own language. No one else is doing anything like this.”

Executive creative director JWT Melbourne, Richard Muntz echoed the sentiment: “The Geckos traveller is a traveller who thinks for themselves--not a tourist who needs their hand held. We’re speaking to that sense of independence in a voice that’s unapologetically provocative.”

CREDITS

Executive Creative Director: Richard Muntz
Art Director: Gabriel Woodmansey
Copy Writer: Deborah Frenkel
Executive Planning Director: Angela Morris
Senior Account Director: Jo Hardy
Account Manager: Julia Biggs