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TravelManagers unveils new logo and brand identity

August 18, 2014 Headline News, Mobile travel consulting No Comments Email Email

egtmedia59TravelManagers has unveiled a fresh brand identity and logo to over 300 of its personal travel managers and suppliers attending the group’s 2014 conference in Singapore at the weekend.

This year’s conference, with the catchphrase ‘Inspiring People, Inspiring Travel’, has drawn a higher attendance than ever before, with roughly three quarters of the group attending. Some there have attended every conference since 2008.

The annual conference is particularly important for the home-based personal travel management group, as it’s the only time during the year that many members meet each other face-to-face. Despite that, fellow members of the group are in touch so often electronically, including sharing advice and information on a Facebook closed-user-group page, that it feels like “we know each other even if we haven’t met physically”, as one TravelManagers agent put it.TravelManagers logo

TravelManagers’ new brand identity casts aside trains-and-planes stereotypes in favour of a “clovermark” logo – a four-leafed clover made of four heart-shapes in different colours, accompanied by the tagline: “As individual as you are”.

The logo and tagline can be placed on collateral such as business cards, stationery and bags, and the brand refresh will be accompanied by a new consumer website.

The initiative was greeted with enthusiasm – everyone seemed keen on the new concept and design.

TravelManagers chief financial officer, Grant Campbell, said the group’s brand vision “is to have every Australian aspire to having a personal travel manager”.

In the new, post-TCF travel agency world, TravelManagers feels a rebrand is an essential part of reinforcing public confidence in personal travel managers. Another part of the strategy is the recently announced creation by TravelManagers of its new Travel Agent Client Trust Account Fidelity Insurance (TACTAFI) product designed specifically to protect consumer funds while in the hands of a travel intermediary.

How the new logo and tagline was selected is a story in itself. Ed Elias from Principals, the trans-Tasman brand strategy, identity and language agency, said that finding a four-leaf clover “makes you feel lucky and that’s how we want clients to feel when they find you”.

Elias went on to reveal some of the research and responses behind the repositioning.

“Why are we doing this?” he asked rhetorically. “Because the market has shifted and we need to reposition. Your business is changing. Your brand could work harder to support your work.”

Elias said consumers had little knowledge of how many personal travel managers existed. One respondent had thought there was only one – the one he dealt with!

Elias said that although TravelManagers offered a premium product, it did not have premium status. He said TravelManagers’ branding and communications was, at first glance, no stronger than its competitors, which he identified as MTA and Travel Counsellors.

“Overall, it’s an indistinct category for consumers. It’s waiting for someone to take a stance and lead it.”

Surveys of TravelManagers’ members had shown “you love what you do – and you’re fantastic at it. The community spirit within TravelManagers is really strong.” Clients had said “you solve their problems and they love you for that”.

No one wanted TravelManagers to become another Flight Centre, Elias said.

“Growth cannot come at the expense of quality. But there is a need to be better known.”

Clients were extremely positive about their experiences of dealing with their personal travel managers, yet “entry into the category for clients is not straightforward. Clients are unaware of the network – but think there is value in it. Brand and communications from TravelManagers could support and represent you better.”

Surveys on how members wanted the group to be perceived indicated a “premium economy” stance – Myer rather than Target, Cate Blanchett rather than Lara Bingle.

Principals’ conclusions: “People don’t know enough about the category – or about TravelManagers. The relationship that personal travel managers have with their clients is very strong, but can be built on.

“Quality control will be critical to maintain as TravelManagers grows.” Retaining the personal touch would always be the core, Elias said. So far, “your brand identity, language and look and feel do not support you as well as they could.”

Hence the new logo, tagline and branding.

Written by Peter Needham

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