|Change market perception||Grow the business|
|Reach new audiences||Increase engagement and loyalty|
Key Travel is one of the worlds leading travel management companies specialising in humanitarian, faith and education travel. The company had grown over 30 years through acquisition across the UK, USA and Belgium. This had led to an inconsistent application of the company’s brand and fostered a sales driven culture, both of which resulted in the company losing market share to new entrants to the market.
Following a Private Equity backed MBO, it was recognised by senior management that the positioning of the business and its brand and culture needed to be realigned to support the company’s growth strategy.
Key Travel originated the “charity airfare”, defining the not-for-profit travel management sector. it was therefore important that any positioning and branding work embraced the company’s heritage at its foundation as well as complementing future looking activity.
The first stage of activity was to ascertain the current perception of Key Travel and its aspirational positioning. We used a combination of desktop research, interviewing key members of the management and sales team and customers across the UK, USA and Belgium, an online survey to 70 past, current and prospective customers across the three sectors and an online survey of a wider group of employees. These insights were presented back to and developed further with Key Travel executives, along with our recommendations for positioning and messaging, across a three-day branding workshop.
The outputs from the workshop fed directly into the development of positioning for the business and a company story – the brand framework. The focus here was to highlight what Key Travel does better than any of its peers when meeting the needs of its clients – this was defined as “simplifying travel complexity”. This was supported by three key principles which run through everything that Key Travel does. This framework was used to develop: a refreshed visual identity, tone of voice and messaging platform.
The final stage was to overhaul corporate and sales materials. We worked with the sales teams to understand the sales process ensuring that we understood what materials were required at each stage, the intended audience and the purpose of each document. The resulting materials covered UK and US stationery, presentations, digital assets, brochures and product sheets, newsletters, exhibition materials, a company video and a new image library. We worked with the incumbent technology team to develop a new company website with a locked client area that showcases the breadth of services as well as the personality of the business – www.keytravel.com.
To ensure consistent implementation of the brand across all offices, we built a secure brand website that houses the brand framework, guidelines on how to use it and country specific downloadable templates and assets.
The framework is being used as the cornerstone to a culture change programme across the business. Using the value-set and key principles Key Travel is reviewing employee appraisal, rewards, development and recruitment processes. It is also being used to review operations and internal systems to ensure they continue to simplify travel complexity for clients and support the company values.
Customer, company & market research
Brand positioning and framework development
Identity implementation across print, digital, web, video and events
Internal & external audience engagement