The company will first start up in Europe and than becomes Global, and it will be purely online based. They are a travel company that wants to make the whole journey more organic and natural, user orientated rather than supplier centric. As the inspiration to travel comes way before quotes or booking they want to make the process of getting there less stressful and easier where all the members of the trip could be in consensus. The key inspiration to travel is often lost behind the complexity of itinerary planning. The latest in sophisticated user-interface elements such as drag and drop image buckets (e.g. Picassa), flags and informational icons are far simpler for users to grasp than pages of text, tables, dates and conditions. Most travel research is dispersed, unconnected and thus discarded after booking. It would be great to share and re-use findings, dynamically connecting trip ideas as micro-formatted components between travellers so that all that effort would not be lost.
‘A brand is defined as a name, term, design, symbol or any other feature that identifies one seller’s good or service as distinct from those of other sellers’ (Yeshin, 2006 p93). Properly managed brand can be timeless, therefore it is important to get all the aspects right.
The finalized name of my client is WishBe.
It was a long process of brainstorming, testing and asking friends and family for the feedback. The name WishBe has all the strengths of being remembered by our customers; it is short, simple and memorable.
The name can be broken down to two words: the first word is ‘Wish’, which reflects the dream of travel, and wish of seeing new exiting places. The second word is ‘Be’ that stands for to be. We want our customers to be happy, to be fresh and alive.
‘Andres and Dubitsky (1996) suggest that the building of successful brand or campaign occurs through a succession of consumer perceptions: differentiation, relevance, esteem, and knowledge’ (Yeshin, 2006). Differentiation: WishBe has studied the travel market well and has realized that there are caps that can be filled. My client’s competitors either deal only with selling tickets, hotels and cars (Kayak, EasyJet, SkyScanner, Lastminute and Expedia), or they concentrate only on interactive travel forums (Trip Advisor, TripIt, NextStop), but none of them has functionality of doing both and with 2D maps.
WishBe will be relevant in our consumer’s lives because it makes their travel planning more organic and rewards them for sharing their dreams with air miles. We hope that our users will regard the brand highly when it finally will be launched by giving them constant quality, fun experiences and simple usability that will be reflected in the design of the logo, icons, buttons, advertising and other, when visiting the site.
Supper copywriter Hopkins said in 1920s that: ‘Advertising with out this preparation is like a waterfall going to waste. The power may be there, but it is not mode effective. We must center the force and direct it in a particular direction’ (Wilmshurst, 2005).
The objectives of this campaign are to create awareness and awoke interest in this brand new company. In order to measure things such we typically must do research before and after to established, for example, how many of our target audience were aware of the product before and how many after the campaign, however no one will be aware of the brand we have to start with the zero. The numbers of the visitors, new registrations and profile updates can measure the impact of this campaign without difficulty. Nevertheless it is not that easy to count the numbers of the people who have heard of the brand but have not registered and that evaluation of advertising still relies heavily on the personal judgment of experienced executives. ‘Most advertisers want as much quantitative measurements as possible on which at least partly to base their ‘personal judgment’ since otherwise such judgments can become disastrously subjective’ (Wilmshurst, 2005).
At first WishBe wants to target younger (17-35 year-olds) early adopters who are passionate about travel and who are happy to share their experiences with others enthusiasts, and if they are not seasonal travellers than they wish they were. Our customers are likely to be active users of social networks, and they are well informed about new technologies like phones, computers, cameras and other gadgets.
Slogan is used as a device to create a corporate image and my final slogan for WIshBe is ‘Trips come true’. It is short, simple, catchy, memorably, concrete and appeals to emotions. This slogan is play with words where word dreams has been swapped with trips. This line promise that travel dreams will come true in some way or the other when you become a member of WishBe.
‘Good design my break all the rules and yet succeed, a bad one can follow the rules and produce something so mundane and uninspired as to be valueless’ (Wilmshurst, 2005), however I desisted do go with my instinct. The logo that I have designed is simple and easily readable on all backgrounds. I decided to not play with fancy effects and dimensions as complex and more detailed images are not that memorable. WishBe is made up of two words and these words are separated in the design with the use of different colours, and these colours will change depending in the background tone. The basic colours will always be the same: green, blue and white (this is demonstrated with the images). As the company is green in its heart I thought it will reflect their views of the need for protecting the planet, but at the same time blue colour gives authoritative feel which shows customers that the brand can be trusted and they have experience. The word Wish is filled and the word Be is empty, that gives the brand name better readability.
I have created couple of 32 sheet posters that are to be displayed on the tube walls. The poster has less copy because mostly people do not have time to read long lines when they are just passing bay.
The ads will appear in travel magazines, Weekend magazines and others.
Print media offers the ability to develop a longer copy message to the target audience because they have more time to stop and read. However the copy can be to long because it is very easy to lose our consumers attention. The copy cannot waste words and has to get straight to the point. The process of getting the body copy right was long and hard because there were too many things to say and I had to get to the core message across. (The progress is demonstrated on the separate page)
The magazine ad will also have a QR Code in the bottom left corner. This code can be easily scanned with any mobile device that has a camera. That code will direct the user straight to the desired page on the web site. The body copy: Are you a seasoned traveler? Or just wish you were? Either way you can earn extra miles when you share your dreams of travel or far flung experiences with others.
Banners will be booked on travel websites like: Travel Buddy, Trip Advisor and others. The banner is simple and ties in with the rest of the campaign. The bubbles will show the trail of the locations where the traveller has taken pictures. At the end of the banner statement appears by wish be users like: ‘I mapped the North Pole, now I get to go’ or ‘ I make my trips come true’ and ‘ I shared my dreams of wild and distant places and got rewarded’. The names and the ages makes it even more credible and gives it a personality.
All the banners are in the correct time frame, just 15 seconds.
The 30-second video is introduction to the company and will beautifully explain what WhisBe is about and how we can use and benefit from it. Next month, the storyboard will be used to create real video by professional filmmakers in Amsterdam, and I have a privilege to take part of it. Experienced copywriter will create the Copy for the storyboard.
My use of the ambient media will also take an advantage of QR codes. As the codes can be easily produced with the tracking number that will reveal where the customer is coming from and how many people have scanned the same code, data will be collected. We can also learn that which placement has been the most successful.
For my ambient media I have decided to hide the codes in interesting travel destinations. This will be a competition where 3 first people to find and scan the code can win their dream trip. The competition will be promoted in social medias.
Social media and iPhone App
The aim of these medias is to get people talking about the brand. We want to assist people in their elaboration of their goals and to add requirements, precursors and schedules to marking their dreams complete.