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Inspiration
A Picture Paints a Thousand Words
Using the best of the past to inspire the future
The Brief
A tourism product was enjoyed by consumers, but there was something bizarrely soulless about the brand. Yet. no-one had been able to quite put their finger on what it was letting the brand down. The brand was missing their je ne sais quoi and desperately wanted to find it to create a loyal customer base that returned to their offering regularly.
The Method
A full immersion into what the brand was about, what it stood for, why it existed and the journey that it had been on took place.
On this journey, a deep dive into every aspect of the brand unearthed something that changed everything. Buried in a library book from 1976, we found a black & white photo that summed up the spirt of consumer behaviour around the time of the original brand's creation.
What this did is unlock a core gem that summed up exactly what was missing in a way no-one had been able to articulate previously.
This image became the iconic centrepiece for the brand development programme.
The Value
The brand development outputs were modern and fresh - yet true to the spirit seen in the then infamous photo. The brand went on to use the new positioning to update all aspects of the business including TV advertising, website and digital assets, as well as all materials around the destinations.
The new positioning worked so well that the only negative was the website crashed when it launched due to unprecedented popularity.
The Bits We Loved
Answering the question that had plagued the brand's team for years - 'what is it that's missing'.
Injecting consumer energy from over four decades prior into a brand new look for the business that delivered exceptional results.
