Travel company Trafalgar has revealed a significant brand evolution with a new tagline, new creative assets, a complete overhaul of its brochures and new tours.
The announcement was made last night to trade and media partners in Sydney by the companies Australian managing director and global CEO, Gavin Tollman.
The new look, which has the tagline of Simply The Best is the culmination of 12-18 months of hard work behind the scenes, three marketing agencies later and two heads of marketing. The London agency, Bulletproof was behind the rebrand. Tollman said the rebrand is a personal reflection of the feedback he receives on a daily basis from reading online reviews, personal letters and first hand customer feedback.
At the centre of the rebrand is Feefo, a customer review system that allows travellers to review and post their views on Trafalgar as a brand on its website. All reviews are published against the relevant itinerary, unedited and unmoderated. Even negative reviews are published with the brand’s belief in transparency and that its weight of positive customer experience will outweigh the negative.
Tollman believes that Trafalgar is the first brand globally to publish unedited, unmoderated third party views publicly on its website and states that while the idea was bold it was unsettling for some within the organisation.
“There was a lot of fear around that.”
Speaking exclusively to Travel Weekly Tollman said: “I knew at launch last year that we had to change. The imitation wasn’t frustrating, but it wasn’t flattering either. When you’re an industry leader it’s inevitable. The brand has evolved a lot. What we are reflecting in this update is simply what our customers are saying about us.”
Tollman encouraged the trade to use the reviews as a selling tool when working with clients: “Turn the screen around and show customers. We encourage agents to engage with the third party reviews and sit with your clients and show them the unedited reviews.”
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