Gecko's Adventures will reposition the brand early next year as looks to broaden its appeal to a larger market.
The budget brand of Peregrine Adventures is planning a series of changes, with the launch of new product designed to attract a wider demographic.
While details are being kept under wraps, an agency appointed to handle all creative work for the wholesaler, with a heavy focus on digital, flagged major changes were underway.
JWT Melbourne managing director Michael Godwin said: “They have a fabulous product offer and have embraced a category-changing idea to help re-launch their brand.”
Peregrine and Gecko's managing director Glenyce Johnson said “exciting things” were being planned which will be unveiled next month.
“I guess what we‘re looking for is growth, as everyone is, but we are going to be offering something that will appeal to more people,” she told Travel Today.
“About 75% of our passengers are between the ages of 25 and 35 and we are going to broaden that age bracket.”
Johnson denied Gecko's had struggled this year, saying passenger numbers were on a par with 2011 and ahead in some destinations.
“We are not disappointed with Gecko's, we can just see other opportunities out there,” she said.
Johnson said discounting had been necessary but said she expected fewer deals moving into 2013.
“We’re anticipating nowhere near the amount of discounts in 2013 than we did in FY12,” she said.
“We just do the standard ones now, whether it’s a destination, earlybird or a last minute with Gecko's but we actually think we’re going to pull back on some of that.
“There’s a bit more confidence in the market and it makes you think ‘hang on a second’, the discounts are something that can probably be parked.”
