The VIP Traveller
Which creative hasn’t dreamed of working their magic on an ultra-luxe, exclusive travel brand? The answer is none! When we met with The VIP Traveller to unpack their vision for the brand, we couldn’t wait to get stuck in!
We were tasked with creating a brand strategy that sees the brand through the pandemic by showcasing a world of luxe travel opportunity post-COVID19. Build a brand that makes clients feel as if they’ve just joined a highly-exclusive club of like-minded lovers of the luxurious and out-of-this-world.
We began by conducting an in-depth workshop to identify our core target consumer. This allowed us to understand more about their hopes, dreams, and fears, and importantly, how we could better serve them. From this insight, we were able to shape strategies that not only met their needs but also helped bring those dreams closer to reality.
The pandemic significantly altered the mindset of this audience, and our Covid-pivot required us to rethink how our brand could continue to serve them. We recognised the importance of keeping people hopeful amidst the uncertainty, panic, and doomsday outlooks of the time. This meant reshaping our messaging and approach to ensure relevance and reassurance.
A personal approach was central to our solution. Checking in directly with clients proved to be the most authentic way to connect, offering a sense of care and understanding during a time of crisis. We also identified key gaps, such as the fact that many clients had not taken annual leave, and highlighted what they could look forward to once borders reopened.
Given the high level of uncertainty around travel, we developed a consistent communication stream through newsletters. These updates shared the latest travel information and restrictions, helping clients navigate both short- and long-term planning. We also focused on positive trends and future opportunities, ensuring that clients felt supported and optimistic about what was ahead.
By taking a position of leadership and sharing information that no one else was providing, The VIP Traveller kept clients engaged and inspired about travel throughout the pandemic. As a result, when restrictions lifted, trips were already booked, and bags were ready to go.
This proactive approach built enormous trust. By genuinely caring and guiding clients through such uncertain times, the brand created deeper, more lasting relationships.
Today, clients are booking higher-end, longer trips, leading to more fulfilling experiences for them, and stronger sales for the business.
Emma at The Concept Distillery completely transformed our business and played a pivotal part in us surviving Covid as a travel Concierge by developing a new brand and implementing brand building strategies that not only kept our clients warm and ready to book when restrictions lifted, but in building a new, engaged clientele during this period.
~ Craig Stepnell, The VIP Traveller