Valerie Wilson Travel Case Study

After several years in business, often a company reaches a juncture that requires change and refinement of their brand, corporate culture and how they are positioned in the marketplace. Valerie Wilson Travel (VWT) needed brand planning for expansion that included several award winning and nationally recognized marketing campaigns, and the subsequent launch of the 30th anniversary publication that personified the company’s position as a global leader in travel. We were introduced to VWT because of our work with Kleinfeld Bridal, we worked with them to introduce high end and unique Honeymoon packages and the leadership at VWT liked our work and called us in.

Our Scope of Work

We were engaged for a very broad and detailed Scope of Work to enhance their entire brand and reputation for client retention and acquisition programs with a creative approach to strategy, marketing, public relations, their viral footprint, introducing social media and their internal communication intranet, new office openings, positioning and highlighting new hospitality brands for air, land and sea, special concierge travel both in the corporate world as well as leisure and milestone travel and large industry events. We had strong brand legs to highlight and their place in the specialty travel space and continue to be a leader in private travel management after the on-line booking tools. All these initiatives were happening simultaneously and kicked off with our Same Page Workshop, as there were many opinions and we needed a roadmap to navigate and embrace all their tenure, intellectual capital, coupled with ours, that turned into their financial capital.

The Engagement includes:

  • Discovery of the brand identity through extensive customer research and industry engagements to set groundwork for brand repositioning

  • Implemented a communication strategy and development of their internal vendors and external clients based on our Same page workshop

  • Redesigned the print and digital campaigns to align with the new brand and communications identity we created for 5 years

  • We liaised with all their travel industry partners, press, special VWT initiatives and worked with them and raised over 5m in co-op advertising dollars with marketing their unique travel experience

  • We developed all Co-op Campaigns, plus days to day media messaging for travel partners and promotions, acquisition and retention programs

  • We conceptualized and organized their legendary 30 & 35th anniversary campaign, program, events, microsite, and anniversary journal

  • Sought and secured strategic partners with the travel related fulfillment opportunities with high end brands such as Baccarat, BMW, Celebrity Chefs Residencies for cruises and hotels  just to name a few

  • We took the gold medal for 5 years running for every travel industry award for creative, execution, campaigns, and marketing programs