How a start-up gained immediate share in the travel market
How do you take a business plan and turn it into a brand for future success?
This was the task facing a highly experienced travel industry expert who saw the shift in consumer sentiment away from ‘booking agencies’ to a more high-touch, high-feel intimate relationship with their travel consultants
How to recruit only the best of the travel industry to the benefits of joining a start-up was a key consideration and measure of success for the company founder.
What name, what image and what tactics to use to ensure the company didn’t spend its first year wheel-spinning and burning cash?
BrandQuest’s past success with start-ups and immature companies proved a key factor in their appointment to the task. Following an intensive Brand development workshop with key stakeholders BrandQuest presented management with their new name (with url availability across the region), new logo and brand imagery and new marketing tactics designed to attract and recruit high-end travel consultants to the new company:
TravelPartners and their new tagline with the consumer promise of “Excellence in Travel”.
Upon approval BrandQuest quickly produced all required marketing collateral and website to ensure the company’s set launch date was duly met.
The TravelPartners business model proved a timely and attractive one for high-end, better performing travel consultants. The branding and imagery of the company portrayed a dynamic and innovative brand for them.
Within 2 years of launch the company has met all key performance indicators and more and has established a key segment of the discerning Australian travel market.