One travel company on reshaping its brand away from performance marketing
Intrepid Travel transformed its business from a performance-led marketing function to a brand-led one and, in turn, secured record growth.
“We were probably spending around 90% of our budget on performance marketing.”
These words from Intrepid Travel’s chief customer officer Leigh Barnes may speak to many marketers in the current economic climate who are struggling to justify brand marketing to a leadership team concerned with spiralling costs and flagging revenues.
But here’s the kicker: “We now split closer to 60:40 in favour of brand marketing.”
