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Tour Operator Goes Over the @#$% Line?

hipster backpacking

No doubt, the typical hipster might not be fired up to go on a backpacking tour after looking at a brochure with pictures of people who look like his Uncle Larry and Aunt Karen.
 
Geckos Adventures totally gets that, bro. The tour operator just released a new brochure that, to plenty of travelers, might seem refreshing: According to a post on Travel Mole, it uses photos taken by actual customers—like their target audience of ages 18 to 35—and speaks in a language that, Geckos assume, their clientele understands.
 
Actually, pretty much anyone can understand it. One part of the brochure reads, “may your heart be light, your step swift and your stories @#$%ing epic,” except, well, they didn’t use the funny symbols found on more family friendly travel sites.
 
While some industry folks are already raising eyebrows, the company defends its strategy: "We are not trying to be controversial for controversy's sake,” says the tour company’s managing director. “Our new branding has been carefully thought through to speak to our travelers openly and cutting out all the usual marketing fluff."
 
Fair enough, but the danger here—beyond offending a few Uncle Larrys and Aunt Karens out there—is that those coveted 18-to-35-years-old might just see it as a bit of calculated marketing... Hey, “just sayin.’”  (That is what the @#$%in' cool kids say, right?)
 
What do you think: Is this campaign smart, or will it f-bomb?

Photo by iStockphoto

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