From value to bespoke - the transition of a travel brand to connect to it's new audience
Fly biz For Less, a value-oriented travel portal, approached us to help them reposition their brand to connect to their growing client base of business and first-class travelers more effectively. We began by aligning their internal perception with that of their discerning clients. We also renamed the company to FlyBiz Concierge to maximize the existing equity while better positioning the name to describe their bespoke services. We then developed a highly customized outreach campaign to transition select existing clients and increase client acquisition. This campaign (digital, direct mail, direct contact) involved strategic positioning and messaging that needed to be effective in reaching the marketing averse audience. We also redesigned the on-line user experience to align with the simplified, direct access requirements of bespoke travel fulfillment and so allow the interactions that supported the level of service delivered. The resulting new client acquisition has been over 30%, along with a complete transition of selected existing client accounts. Successful branding involves looking from the outside in to understand how to connect authentically.