Broadsheet Media has created a content campaign for Intrepid Travel to showcase its small group tours to Vietnam, targeting 22-39-year-olds passionate about food and new cultural experiences.
The content series includes Broadsheet's first international, long-form documentary-style travel film, a 10-minute guide to Vietnam called 'Dispatch from Vietnam - A Week of Bikes, Boats, and Banh Mi.'
Supporting integrated content includes a short hype video, feature article, competition to win a trip to Vietnam, and a dedicated food video that taps into the Broadsheet audiences' love for food and Vietnamese cuisine.
The film features Vietnamese-Australian-Kiwi photographer Michael Pham who guides viewers through a week-long, localised small-group travel experience through the streets and hidden secrets of Vietnam's cities.
The Broadsheet March 2023 audience survey revealed that for 84% of readers, travel is essential to their overall well-being. 21% are already travelling overseas this year and 50% having booked an international trip to depart in the next 12 months.
If they're not travelling, 41% of younger readers are researching and are getting inspired. 63% of Gen Z want to travel somewhere with entirely different cultural experiences and languages. South East Asia is among the top destinations at 33% desirability, coming in just behind Western Europe (34%) and Southern Europe (34%).
Louise Laing, Intrepid general marketing manager ANZ said, Intrepid wanted to share the joy of travel and reach more 22–39-year-old travellers, so partnering with Broadsheet was a no brainer.
"This campaign has perfectly captured the “why” of small group adventure travel with Intrepid and we’re so excited to see it out into the world," said Laing.
Credits
BROADSHEET
Emily Barlow – Group Campaign Manager
Dominique Narayan – Campaign Manager
Matthew Phillips – Group Sales & Partnerships Manager
Emma Beevor – Sales & Partnerships Manager
Marcus Teague - Group Creative Manager
Lucy Matthews - Video Producer
Michael Surya - Video Editor
CONTRIBUTORS
Michael Pham - Photographer
Ricky French - Writer and Photographer
INTREPID
Danielle Peers-Catt - APAC Marketing Specialist
Isabella Price - Marketing Coordinator
Dyan Mckie - Product Manager
Louise Laing - General Manager Marketing ANZ
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