Broadway Travel Group unveiled its new branding at its ninth annual conference in Rhodes today.
The firm, which is marking its 70th anniversary this year, revealed the new look to delegates on the first day of the overseas event.
Marketing agency addmustard and creative director Steve Stretton have spent six months working on the new brand.
As part of the rebrand Broadway will make use of a strapline that sums up the company and it will be ‘more holiday, less work’.
Tim Buckman, Broadway group marketing officer said: “Today is a very exciting day for all of us at Broadway Travel as we unveil our new brand that will carry us in to our 70th year and beyond.
“The brand journey started at the beginning of the year, when designing our new website we felt there was an opportunity to refresh the brand.
“But we did not simply want a new logo, we wanted to really get to the bottom of our brand proposition, what do we stand for, who are our customers and how do we create a brand that will appeal to their common values.”
Buckman said the rebrand was based heavily on research and involved extensive interviews of members of the Broadway team across the business.
He said: “Through the research we were able to understand more about our customers, their likes and dislikes, buying habits and demographics.
“Establishing customer personas is a key part of the process, as this drives the brand values that informs the creative process.
“Following the research and throughout the creative process, five themes were the driving factor which underpinned the brand, simplicity, value, reliability, inspiration and heritage.
“We felt throughout, that the key drivers were simplicity and value, and that our new brand must reflect these.
Buckman added: ‘We are delighted with our new brand, a huge amount of research and thought has gone in to every aspect but ultimately we have created the brand with our customer’s values at the core of it.”
A new website has also been built for Broadway Travel that will go live next week. It will seek to increase online conversions as well as driving more calls and chat interactions.
The search box has been given more prominence and fresh content has been written for all the key destinations.
The technology has been built by Broadway’s partner Top Dog and has been designed to be quicker and adapt for mobile devices.
Buckman said the intention was not to drive business online and away from the call centre but to try to convert some of the 99% of people who arrive on the current site and do not engage in any way.
He said the current Broadway site converts at 20% less than an average online retailer so it is coming from a fairly low base.
“I don’t see this as taking way from the current business but building on the strength of the current business,” Buckman said.
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