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Signature Travel Network:
Branding + Marketing

 

Signature Travel Network (formerly Leisure Travel Group) is a leading trade cooperative consisting of over 400+ retail travel agencies comprising $4B+ in annual sales. Increased competition from other consortiums, as well as an expanded national presence, required a complete review of its brand positioning, recruitment tools and consumer publications distributed by the agency members.

The Brief

  • Analyze, recommend and implement a new corporate identity
  • Devise new recruitment materials and trade advertising
  • Create a complete new range of strategic and tactical consumer publications for member agencies to direct market

Tactics

After a thorough review of positioning, Myriad recommended highlighting an existing value and benefit of the organization: celebrating the individual. A new name and identity system was created under the name, Signature Travel Network
The new brand was activated in market in several ways:

  • Media launches announcing the new brand
  • Advertising and PR push in trade publications
  • Revised sales materials for recruitment and training

A complete range of new consumer publications and direct mail was launched that featured a combination of motivational edit and tactical product offers. Print and digital publications aimed at various market segments–including luxury travel, family travel, cruises, hotels and resorts – were developed. Each publication was further customized with the individual agencies own brand identity and call to action.

Results

  • Signature today is one of North America’s leading travel agency consortiums, with over 400 member agencies generating almost $5 billion in sales
  • The concerted PR and marketing initiatives have increased membership three-fold over the past ten years
  • Myriad publishes almost 90 direct marketing publications annually, reaching over 2.5 million qualified international travelers

Client

Branding Strategies