One proposition, six brands, thousands of holidays.
Brands aren’t static entities. They change and develop in line with their market and consumers. We’d worked with Wyndham Vacation Rentals brand Regional Cottages for several years when a shift in strategy meant their six UK cottage holiday sub-brands needed to be redefined to act more independently.
Each brand focuses on a region, such as Cumbria, Yorkshire and Northumberland. Our idea was to position them as the local experts. The people with the in-depth knowledge and experience to make your holiday extra special, whatever your plans. Whether you want a cottage within easy reach of the finest walks in the Lake District, or a coastal hideaway in Yorkshire, they can help you choose the perfect place.
The brands act as agents for holiday cottage owners. So the new positioning had to work on an inventory acquisition level as well.
To bring the idea to life we developed a visual formula – balancing regional hero imagery, for example, Windermere, with local colour and hidden gems.
The overall brand message is completed with imagery of cottages and dynamic shots of activities particular to each area.
The tone of voice was then developed to support the new positioning. To ensure each brand is seen as the local expert for its region, the messaging has to talk with inspiring authority about the must-sees, as well as highlight a selection of less well-known attractions that add to the area’s unique charm.
With everything in place, we then applied the new proposition across each brand’s full marketing mix, from websites and brochures to DM and local office POS.