Context:
In order for a luxury travel agency to grow and thrive, it must effectively communicate to new generations of travelers entering the luxury travel market. It must also attract employees looking to grow in their career in travel.
Challenge:
How might we utilize digital strategy and design to attract the right type of client, encourage applicants to the agency, and ensure that actual brand perception is represented across public channels?
My work:
I led the development of the only rebrand in the company’s 35 year history, the launch of a new website, and creation of an intentional marketing strategy.
I began by facilitating collaborative workshops and exercises with agency leadership, long-term advisors, and repeat clients from various demographics. This resulted in a north star design artifact for the new brand, including a brand framework, guidelines, messaging strategy, and company pillars.
To bring the new brand to life visually, I identified and partnered with an agency who specialized in the technology I understood would fit the agency’s needs best. I closely worked across geographies with designers to develop new visual branding, including logos, brand colors, imagery, and graphics.
Strategies employed:
Stakeholder management, branding, web design, information architecture development, brand framework, messaging and communication strategy
Impact:
Over 50% increase in leads generated, with 65% of leads since website launch leading to new business and 15% of new business derived from leads booking multiple trips. 33% increase in applicants, resulting in 5 new associates.
