TruTravels, a specialist operator offering group experiences for backpackers and fun-loving young travellers, has appointed travel specialist Hume Whitehead to handle its public relations activity in the UK and Ireland.

With immediate effect, the agency will undertake a proactive consumer and trade PR campaign to raise the company’s brand awareness, drive visitation to the brand’s website and enhance the operator’s position as a leading provider of innovative, exciting and great value trips across some of the most amazing parts of Thailand, Cambodia and Indonesia.

Particular focus will be given to younger travellers, including university students and young professionals, as well as couples, protective parents with travel-hungry children, and travellers of a wider age range with an interest in niche areas, such as diving and voluntourism, and who still crave the adventurous experience.

Mark Pope, co-founder of TruTravels, said: “We were very impressed by Hume Whitehead’s understanding of our objectives and the team’s passion and expertise in the travel industry, particularly in relation to Asia.

“We’re looking forward to reaching new travellers and helping them to see our destinations through the eyes of the people who live there, with our fun-loving tour experts leading them to places that most backpackers and younger travellers don’t usually get to see.”

Pope co-founded TruTravels in 2012, along with fellow British traveller, Joe Fallon, who is currently based in Thailand.

The company’s style of touring is focused on ‘travelling like a local’ and the overriding message is to be a traveller, not a tourist.

The team currently offers seven tours in four countries with itineraries ranging from 8-27 days. Every tour guarantees a fun time for TruTravellers and is complemented by Western tour guides, English-speaking local guides and the use of local transportation wherever possible.

Sarah Habicht, PR director of Hume Whitehead who will be heading up the account, said: “We’re thrilled to have been selected to represent TruTravels, one of the hottest new tour operators in the industry.

“The team is excited to hit the ground running to promote the company’s innovative offering for travellers seeking unique experiences in a region we know and love.”