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22.12.05 The Work & Travel company gets REAL. "We are outgrowing our brand," said David Stitt, director of an extremely successful 'gap' travel specialist. "We need to expand our offering and at least look like we're as big as our competitors - because in many cases we're doing much better than them!" And so began the journey. Originally Day1 were asked to host a series of brand workshops, aimed at helping David and his young team of gap travel advisors to examine where the business was going and how it was going to get there. The team had done their homework and were armed with data that helped analyse where enquiries were coming from, what were the key selling points and why the business was developing as fast as it was. "This meant that we could get a very clear picture of the business and its customers," comments Tina Carter, Day1 partner. "And because the team were so knowledgeable about their market, we were able to be almost surgical in pinning down the right route for brand development." Having successfully agreed the new route for the brand, we were keen to see how it could be developed across every aspect of the marketing collateral. "Often, it's easy to see a brand simply as a logo - but it's much more than that. It's a turn of phrase, a colour palette, a typeface, a voice at the end of a phone", says Tina, "and this was pretty much a dream job when it came to depicting the personality of the business - the client team were enthusiastic, bright and articulate and really demonstrated a zest for what they do. Perhaps this is a powerful argument to take a gap year!" So what began as a series of marketing workshops, grew into the development and implementation of two new gap travel brands: 'REAL Gap Experience' and 'REAL Gap Year for Grown-ups', alongside two chunky magazine style brochures that are fresh off the press after Christmas. And if we're not in the office, we'll be up a mountain in Mongolia. And what the client said... "We have just received a couple of the new brochures. Wow!! They are amazing. I can't wait to send them out. Just wanted to say a big thank you for all your hard work and for designing a great brochure." Jane McLellan, REAL Gap Experience Production and Sales Manager. "You're really easy to work with!" David Stitt, REAL Gap Experience Director. "This is a step change for the company and has firmly placed REAL ahead of their competition." Duncan Greenland, Gap Experience non-exec Director. Go to www.realgap.co.uk if you're intrigued to know more...
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