How to create and establish a new specialist cultural tour operator brand within an already busy travel marketplace.
The Cultural Travel Company (TCTC) is a new tour operator, offering exceptional cultural travel experiences at affordable prices. With an objective to launch into an existing crowded consumer marketplace, TCTC needed to establish a brand which distinctively focussed on their core strengths and market differences. The marque ID needed to reflect their aims to deliver inspiring trips, art journeys, and historical learning at reasonable prices, and in a non-stuffy-over-arty approach.
In addition, within the subsequent marketing collateral and website, we would need to convey that TCTC offers fantastic value for money by focusing on the core travel ingredients, using sensible hotels, cutting the frills and allowing greater freedom than is usual on this sort of trip. The target audience are frequently degree level educated,ranging between 45 – 80 years old who are looking for a cultural tour that has unique and highly academic insight into a cultural topic. They are intellectually curious, independently-minded travellers who enjoy having
time and flexibility to make their own arrangements.
In addition their trips are perfect for single travellers; TCTC do not add anything to the supplement for single occupancy of a room and the trip assistant ensures that no one ever feels left out during independent meals and other free time.
Our task was to design, create and establish the brand; and in conjunction develop the supporting collateral for both off and on-line.
In designing and developing the brand marque, we needed to accommodate the full company name - The Cultural Travel Company.
We opted to embrace the ‘Company’ title by reducing it to ‘Co’ as a nod to traditional 18th and 19th Century brands (e.g. East india Co.), whilst a lower case, side-stacked ‘the’ offered a more playful, less stuffy approach to the company; and reflected how the organisation perceived itself and their product offering.
The core key title text (Cultural and Travel) are presented in a distinctive, clean and elegant typographical style; with the weight emphasis being on Cultural in order to establish the visual hierarchy for the reader.
We adopted a modest, almost earthy palette of colours for use within the brand, both off and on line. Whilst the brown is a natural colour evoking a sense of strength and reliability. The supporting turquoise is contemporary, with an historical association with both concentration and clarity of thought; whilst heightening levels of creativity. A powerful combination, underlining The Cultural Travel Company commitment to a refreshing contemporary, but respectful approach to culture and travel.
Following on from the successful branding exercise, we designed and developed the master brochure page templates for their 40 page publication; identifying image and typographical stylings and our templates were supplied to be used as master InDesign files for completing the in-house production. Similarly, having previously designed and developed the parent company’s website, we were commissioned to develop the core master front end developed templates for the newly launched The Cultural Travel Company website.