Travel company and hotelier Viad Travel & Recreation came to us with an impressive stable of tours, experiences, and properties - each with a different name and identity. As they continued to acquire new attractions, it was clear their business had outgrown both its corporate direction and personality. Our challenge was to structure their brand in a way that resonated with travellers, without overshadowing the distinct character of the individual attractions themselves.
We needed to define a new direction for Viad and to develop vital assets - from a new name (Pursuit), to comprehensive brand guidelines, to a website, photography, and brand videos – that would tell the Pursuit story and get travellers to purchase tours and stay at properties.
Experienced travellers recognize the fine line between authentic and intimidating, world class and elitist, natural and comfortable. Working with our clients, we unearthed the notion that our travel audiences seek a renewed sense of awe and a deeper connection to the places they travel and the people they meet. And above all, they want to create lasting memories.
Embracing authenticity and alignment.
How could we structure a global brand with multiple offerings? Should a master brand embrace all its parts? Or will distinct offerings maintain distinct identities, while being endorsed by an overarching brand? A clear understanding of the brand objectives and opportunities was essential.
For Pursuit, we settled on an “endorsed brand” model that allowed us to maintain the important character of locally-focused sub-brands within the clean, flexible lines of our Pursuit master brand. By celebrating the cultures, preserving the geographies and drawing out the activities unique to each Pursuit region, we built and filled out a framework within which to align sub-brands to the parent.
In order to ensure Pursuit’s position was upheld, we aligned internal marketing teams with an arsenal of marketing materials that supported their region – and Pursuit. At every turn and touchpoint, from digital to print, we supported local sub-brands while reinforcing Pursuit’s position as a leader in the travel industry.
Unified by the spirit of adventure.
By embracing its local differences and leveraging the credibility that comes with the endorsement of a large, multinational brand, we enabled Pursuit to celebrate the authentic spirit of its iconic destinations and, more importantly, to share that spirit with their guests across all geographies.