When the Trump Administration proposed slashing $1B from National Park Service funding, the headlines focused on the parks. We took a broader view — connecting those cuts not only to threatened conservation efforts, but to the economic lifelines of communities that rely on national park tourism.
In partnership with Intrepid Travel, we set out to tell this three-part story:
Our challenge: build brand awareness for Intrepid as a certified B Corporation and leader in responsible travel while avoiding the trap of climate “doom” narratives. In a space saturated with negative messaging, we wanted to stand out by pairing urgency with optimism, showing audiences that travel can directly support both nature and nearby communities.
Our strategy was to educate while positioning Intrepid as a trusted guide at the intersection of environmental and economic justice. We framed the issue with a powerful contrast: the administration’s proposed $1B cut vs. the $55.6B national park tourism contributed to local economies in 2023.
By pairing these stats, we made the stakes clear — and created a natural opening for Intrepid’s tours as a tangible way to make a difference. Our content highlighted that traveling with Intrepid sustains both the parks themselves and the communities that keep them vibrant, thanks to their local-first, small-group model.
The creative voice was factual yet inspiring, avoiding alarmist framing in favor of empowering action. This balance positioned Intrepid not as a bystander lamenting loss, but as an active, culturally responsive solution.
Our awareness campaign broke through the noise — and the benchmarks.
This influencer validation amplified the campaign’s reach and credibility in real time, showing that when climate messaging is paired with actionable solutions, it inspires both audiences and advocates to join the movement.
