Client
loveholidays
From brand strategy to new iconography, from who we want to be and be perceived as, to guidelines and guardrails for employees and partners.
Project Details
Timeline
12 weeks
Website
Challenge
(re)defining the brand identity, personality and value.
As an underdog, loveholidays was used to fly under the radar. But low brand awareness and expensive acquisition channels were challenging its growth. As they were moving towards becoming UK's third largest package holiday provider, and had ambitious goals around expansion in Europe, brand recall, retention rate, cheaper customer acquisition were critically needed.
Goal
Increase awareness, recall, and positive brand associations
For loveholidays to be top-of-mind for any consumer thinking about booking a package holiday in the UK, Ireland, and any of the company's new markets, with very high initial consideration based on brand associations and valued interactions.
Solution
A clearer positioning and proposition for better value and user experiences
As part of the project, we defined a new vision, mission, brand positioning and proposition, as well as a new visual and verbal identity. Illustration and owned photography were added as new brand expressions in addition to per-channel detailed content guidelines.
Result
30% increase in brand awareness and recall in the UK and Ireland within 6 months, with a shorter launch-to-profit timeframe in new markets compared to previously. More, the app store rating increased by 15% and they were voted ‘Nation’s Favourite: Most Loved Holiday Company’ (voted for by UK consumers) and received the ‘Champions of Mobile’ awards.