Problem: Booking a holiday is confusing
Solution: TravelUp make booking worldwide travel, effortless
Increase aided and non-aided positive brand recall
Increase share of voice
Create a distinctive brand proposition
By – aiming for the heart of the market
By – creating a light-hearted, entertaining, personable brand
Provide joyful, experience from the first contact to arrival.
Travel (booking/arranging) made simple/effortless/easy/good experience
BOND TO CREATE
• Emotional appeal (priming)
• Humour is vital
• Distinct. Get noticed.
• Say something differently (as opposed to saying something different)
• Language is personable, warm, direct, clear.