Corporate Traveler Brand Refresh

It was time to redefine the Corporate Traveler brand to attract a different area of the market. We developed a Morden, more sophisticated brand identity.

 

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, and as a result we launched internal and external workshops, surveys, and workshops with current clients as well as a small audience of potential prospects.

Printed handbook designed specifically for Sales teams.

Printed handbook designed specifically for Sales teams.

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.

Sample wall decal provided to offices to select for fit-out.

Sample wall decal provided to offices to select for fit-out.

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%.