It’s been two years now since Town Square was engaged to help revitalise the Captain’s Choice brand. With its first journey in 1994, Captain’s Choice needed to attract a younger, more adventurous, more inquisitive, more broad-minded customer.

One way we worked to accomplish this was to help Captain’s Choice develop the Dimensions of Travel. The idea? Sell single-minded journeys to distinct cultural segments, rather than generic holidays that try and cater to everyone. The first of these, The Crux of the Camino, will launch in 2019 and has sold out faster than any other Captain’s Choice tour.

The Crux of the Camino concept was devised with a deep understanding of the gentle shift in high-end demographic traveller demands. People are looking for something different, they want a challenge. This 21-day hike is not easy and instead aims to provide people with a true sense of personal achievement.

Within four weeks of launch, all three departures have sold out. In over 20 years of operation, Captain’s Choice have never experienced a reaction on this scale. They now have six departures available and continue to fill spaces.

As well as selling out trip after trip, this new direction has not gone unnoticed. This year, Captain’s Choice have been voted Best Tour Operator in Luxury Travel Magazine’s Annual Gold List Awards. This highly prestigious award, voted by the readers, is a testament to the hard work of the Captain’s Choice team, but also highlights how new thinking and a new approach can take a brand further than ever before.

If you’re looking to take your brand to the next level contact Harry on 03 8534 3333 or email now.