Media Relations: Australian travel firm targets UK

Intrepid Travel, Australia's biggest adventure travel specialist, is seeking to broaden the appeal of its holidays as it launches its first UK retail store.

Phipps PR is targeting London listings media and travel, lifestyle and student titles to publicise a series of mini-festivals at its Islington store, which opens in April.

'The perception is that adventure holidays are "down and dirty", but Intrepid tailors trips, regardless of whether people want comfort or mud on their face,' said Phipps account director Rhona Hurcombe.

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