Corporate Traveler Brand Refresh

It was time to redefine the Corporate Traveler brand to attract a different area of the market. We developed a modern, more sophisticated brand identity to better reflect the demographic Corporate Traveler needed to attract and shed the fun/cheap aesthetic.

Success factors

The key objective was to shift Corporate Traveler’s portfolio of clients toward a higher tier of travel spend. I collaborated with a global team of marketers to determine our approach, launching internal and external workshops, surveys, and workshops with current clients as well as a small audience of potential prospects.

Launch

To launch, I tackled this with my team as a two pronged project, including both internal and external campaigns. We launched a handbook to all sales staff and sent out multi-email messages teasing the launch to our staff. We also held a competition and promoted with a series of fun videos announcing the new look and feel months before launch.

Results

Corporate Traveler’s client mix, approximately 18 months since launch, has started to show some positive signs of growth with a positive up-swing in average travel spend of 13%.