Gap Adventures picks Rooster PR to change 'gap year' perception

Gap Adventures has turned to Rooster PR to tackle consumer perception that the firm only caters for gap-year travellers.

Gap adventures: selling adventure travel
Gap adventures: selling adventure travel

The Canadian firm, which says it is the world’s largest independently-owned adventure company, is keen to raise its profile in the UK.

Gap – an acronym for Great Adventure People – has asked Rooster PR to correct the misconception that the company is only a gap-year specialist, by highlighting its range of tours that offer adventure holidays for ‘everyone’.

Rooster will also promote Planeterra, Gap Adventure’s non-profit foundation, dedicated to promote sustainable community development through travel and voluntourism.

Rooster won the business following a five-way pitch. Ten agencies initially submitted proposals for the account.

John Warner, Gap Adventures MD for UK, Europe and Middle East, said he wanted to position his company ‘centre stage in the mind of those UK travel consumers seeking the adventure of a lifetime’.

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