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Travel Answers Group
It began with a brand
With over 30 years of enduring experience as a wholesaler in the American outbound travel market, Travel Answers primarily caters to both consortia-based and independent travel agencies. Their people-first approach is renowned for personalised service and a passion for transformative, curated holidays, with the group comprising of Down Under Answers, Africa Answers, Asia Answers, Travel2 and Islands in the Sun.
With this longstanding legacy in mind, our first task was to bring the various brands together into a bold and cohesive umbrella. Working in tandem with the Travel Answers senior team, we rolled up our creative sleeves and developed a visual platform that embraces the beauty of travel, whilst heroing the Travel Answers ethos.
A splash of collaborative brainstorming and a dash of fine-tuning later, it all culminated in a comprehensive branding suite that TAG is proud to call their own. From a colour palette that celebrates earthy, natural tones; a font that’s warm and inviting, a tagline of “Making Travel Easy” that’s easily adaptable to various formats, and a logo that means business – it’s proven a hit both internally and externally.
A website to call home
The next phase was creating a digital home for the Travel Answers group – a mammoth task given individual sub-brands had their own websites with their own SEO equity (and a bounty of backlinks). Bringing these outdated sites into one required a fair amount of jigsaw pieces to be aligned – but us Mavericks leapt at the challenge.
The result? A modern, user-friendly design that heroes destination visuals, weaves in specialised travel itineraries and curated packages, alongside expert articles and insights from the Travel Answers team. The improved traveller-centric navigation allows viewers to quickly locate the place or experience they’re researching, nurturing them through all stages of travel decision making and making the journey just as exciting as the destination.
The website upgrade has been awash with positive feedback from the Travel Answers community, and engagement times keep on climbing. Sleek, stylish and search engine-optimised, it embodies best practice.
Collateral, campaigns, and content
With the reimagined brand and site launched, it was time to showcase these compelling new assets and switch to campaign mode. We scripted, storyboarded and project managed a new suite of destination brand videos. Our designers created destination brochures packed full of bright visuals and bespoke copy to assist travel advisors in selling tailor-made travel experiences.
We’ve also been underway with destination marketing partnerships, social media strategies, and multi-channel campaigns to help Travel Answers capitalise on the post-pandemic travel renaissance. Becoming their trusted marketing team for the long-haul, we’re all about supporting Travel Answers to thrive in a future embracing sustained growth.
In the words of Travel Answers’ Kerryn Collins,
“Maverick is an incredible company in New Zealand that has done an exceptional job redefining our brand and positioning. When presenting their work to my team, WOW was the overall feedback. The assets were universally loved, the website is stunning, and the videos have got so much praise. I couldn’t be happier with their hard work, creativity and know-how in shaping and differentiating our brand”.
Positioning TAG for success in a digital-first world, it’s a tale of collaboration, creativity, and commitment to travel – and we’re just getting started!
Check out the Travel Answers website here.
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