Travelport
2008 ReBrand 100 Winners > notable
Industry: Travel & Leisure - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - • Cendant was dividing into 3 separate companies. Travelport is the company that focused on travel distribution services. • Within Travelport there are two types of business, Consumer and B2B • The travel distribution industry is fiercely competitive on a global basis Challenge - • To elevate Travelport from a small division to the overall Corporate brand. • Retain the recognition and equity in the strongest market brands including Orbitz, GTA, Galileo and eBookers • Provide flexibility for future acquisitions or spin-offs • Encourage more cross-selling on the B2B side of the business Strategy - • Develop a unifying brand story around creating refreshingly easy travel experiences • Redesign the Travelport identity to convey the new story and be more appropriate as a Corporate brand • Develop an asymmetrical brand architecture that provides more independence for the consumer brands • Validate the rebranding via co-creation research among travel agents in US, Europe and Asia Result - • The rebranding has increased cross-selling efficiencies • The rebranding has allowed the business strategy to move forward with the acquisition of Worldspan and an IPO of the consumer businesses Credits: Client: Travelport - www.travelport.com Brand Strategist/Designer: Verse Group - www.versegroup.com Managing Partners: Michael Thibodeau, Randy Ringer Brand Strategy: Michael Thibodeau, Randy Ringer Creative Director: Michael Thibodeau Designer: Marina Binns, Marco Acevedo [back] |
