Brand refresh helps TravelEdge clarify growth strategy

Travel management services provider shares the reasons for undergoing a brand transformation and why culture is vital in any brand refresh

Undergoing an integrated brand refresh at TravelEdge has not only helped the company better reflect the relationship and strength of its five brands to customers, it’s also lifting staff engagement.

Fifteen years ago, Sue Hollis and her business partner and joint MD, Grant Wilson, launched TravelEdge, a corporate travel management company in Australia. Like most small businesses, the former senior Qantas executives started with one brand and a set of values, and things grew from there.

Today, the company has 120 staff and operates five brands: TravelEdge Corporate covering corporate travel management; Absolute Edge, and events, marketing and conference group; Granted Worldwide, which works with ad agencies on travel promotions and competitions; TravelEdge Holidays, which delivers high-end leisure trips to corporate companies; and Communico, which provides travel management services to very large clients including Leighton and GHD.

Having reached such a size and scope, the company was facing fragmented brand equity and some internal and external confusion about its offerings. Hollis said it was time to give the look and feel of the business a refresh, showcase its strength and reach, and improve cohesiveness across its portfolio of services in order to better articulate its vision for the future.

“We’ve become a significant player over an evolutionary period and have a vision, purpose and mission for the group for the next 15 years,” she told CMO. “It was about asserting our next stage of development – we have had 15 years of building and growing, now we wanted clarity on what the next 15 years will be about.”

TravelEdge initially looked at updating its websites and after a tender process, started working with branding agency, Uberbrand.

“The process evolved from looking just at the website; the questions that they [Uberbrand team] put to us made us realise this was a lot bigger than just a website,” Hollis said. “It was an opportunity to bring the entire brand portfolio together as one group and correlate that.

“There was a bit of overlap in some brands and the company, so we went through a process for each, looking at who are customers are, messages, who to market to and how that message should be delivered, plus relations with each of the client bases.” Thanks to its work with Uberbrand, each brand now has a fresh logo, retaining its original colour and some differentiation but better aligning with the overarching TravelEdge visual identity, Hollis said.

“We tried very much to keep with original values of the brand but bring these in-line with the other brands,” she said. “Each had a very different look and feel and didn’t look related to the rest of the group. We had to see the affinity of each of the brands and have a look and feel that was consistent.”

The rebranding process also gave the company a new lease on life on marketing strategy, and the way the team looks at how to tackle SEM, social media, and target EDMs to different target audiences, she continued.

Arguably most importantly, however, is the impact on staff and culture.

“It’s just as important to communicate the rebrand to our people and the new opportunities to reinvigorate the business, as well as speak to our customers,” Hollis said. “It gave us a shake up and challenged a few things, but it also gives people a sense of pride. Created a burning platform to do this so we have set the vision for the next 15 years.”

As part of the rebrand process, Uberbrand helped TravelEdge created a brand book for existing and new employees, which it is using to talk about the brand values and what it means to be part of the business, as well as how staff deliver on that.

The rebrand was launched 18 months ago and while the process was chaotic, Hollis said she wouldn’t have done it any other way. The transformation was recognised in the Enterprise Rebrand category at the 2014 Rebrand 100 Global Awards.

“It also gave us the opportunity to talk to our clients and there’s been no backlash, it highlights all these brands as working together,” she said.

TravelEdge is now working to expand each of its brands in Australia, but Hollis said there are no current plans to expand abroad. But thanks to the move from travel management provider to provider of travel-related services, there are further opportunities for each of the brands and particularly its Communico business.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Deloitte TMT Predictions: AR and mobile crucial for marketing success in 2018

Read more

Hi there! Thanks for this interesting article! I love to read about new technology and software that makes our lives easier. I'm looking ...

Julia Summer

Wartsila overhauls Web platforms to create ‘seamless’ brand experience across all devices

Read more

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

Latest Podcast

More podcasts

Sign in