With expert local guides in over 140 destinations around the world, we developed a new brand and visual system to reflect Travel Department’s success as industry leaders in guided travel experiences for over 20 years.
The Travel Department portfolio comprised of two brands, its own and the TD Active brand which was stand alone and targeted a more adventurous audience. The primary challenge facing the brand was a perception that guided holidays were predominantly for older people. In order to create meaningful change we needed to position Travel Department as a brand that extends to a younger audience without alienating their existing loyal customer base, thereby changing the perception of what a guided tour meant and communicating what makes Travel Department holidays compelling.
All this needed to be achieved while still staying true to what their long-time customers have always loved about the brand; genuine local guides with real knowledge. Guided tours are a growing market and the opportunity existed to elevate and celebrate the quality and character of both their guides and holidays.
The two brand identities were consolidated in style to demonstrate a clear relationship and present a portfolio of brands. Building on the proposition of “Let’s see more” the new look and feel told the story of the holiday experience – the big picture, uncovering the details of a destination and the sociability with the group. It speaks to their size, knowledge and range which creates more choice for their customers. Local guides were elevated to bring their genuine personality and knowledge to the fore, helping to reinforce what makes the brands distinctive and trusted. The TD Active brand communications lead with the line “Let’s do more’, speaking to the active nature of the experiences with a more vibrant and energetic colour palette.
Success for this project was to build on the existing brand, connect with new audiences and become more meaningful to our existing customers. The process was inclusive and the output ensured that these business objectives were delivered. Our brand story is now a point of difference in the marketplace and has given us a superb foundation to build on. The team at RichardsDee brought an excellent, highly creative and commercial solution and delivered completely on all requirements. We are looking forward to the next chapter with RichardsDee.
Yvonne Boyle, Travel Department