Teletext Holidays has evolved to become one of the leading on-line travel agents in the UK.
At the time of starting this assignment the original marketing director had resigned. Our brief was to work in an interim marketing director role. The main priorities were to execute the existing marketing plan and make sure business targets were hit. In common with most of the travel industry, the marketing effort was heavily focused on all aspects of digital. A particular focus was on paid search, performance, SEO and social.
The brief was to also to work with the managing director to recruit a permanent marketing director within the planned six months of the assignment.
Take One Media
Take One Media, a marketing services and logistics company in tourism, delivers information on behalf of over 500 attractions and events to consumers through 10,400 merchandised stands, brand advertising, maps, digital marketing and online channels and magazines.
The plan was to establish Take One as clear and high performing market leader by capitalising on its specialist combination of knowledge, people, skills, processes and ‘kit’ through comprehensive systematisation.
The resulting impact completely changed the company’s approach to its day-to-day business and moved it from loss-making to profit. We saw a reduction in staff from 100 to 65 and an immediate turn-round of measurable results to customers on their activity. This project established Take One Media as market leader in terms of volume of customers and service levels within a short period of time.
Sunsail is a leading holiday brand in the “adventure holiday” sector. It specialises in sailing holidays and offers opportunities for learning sailing skills. This was a branding consultancy project which included conducting a review of the Sunsail e-commerce site. It included managing through a replacement of the Sunsail e-commerce platform.
The initial phase of the project was concerned with pulling together a project team and selecting suppliers. The work was then to re-design and re-build the company’s European web sites for its marine businesses. At the time these were Sunsail and Crown Blue Line.
Association of Chartered, Certified Accountants (ACCA)
Association of Chartered, Certified Accountants (ACCA) operates in the “not for profit” education sector and is the global body for professional accountants.
Our consultancy project included working with marketing teams in Europe, North America, Africa and south-east Asia. We developed and launched a differentiated global brand positioning for ACCA.
Following on from that, the focus became global student lead-generation activity and ACCA student/member retention.
The resulting branding, recruitment and retention campaigns successfully utilised the whole marketing mix and provided sufficient flexibility to deliver a range of “global yet local” communications activities.
Eventa Group is a leader in the competitive stag & hen short-break sector. It has built a successful business through the marketing of their very successful Hen Heaven and The Stag Company brands.
This project arose out of the board’s ambitious growth plans. They needed some external expertise to advise on the branding and business strategy. This included the scoping of what would be required in terms of marketing resources to implement it. The project eventually extended into the provision of a part-time marketing director.
Summit & Blue
Summit & Blue was born out of a desire to explore; to go on an adventure. Four years ago, Managing Director, Richard Edwards, driven by a lifelong love of the outdoors combined with twenty years’ travel industry experience, made the bold decision to go it alone and set up an adventure travel business. His vision for Summit & Blue was to offer a world of new adventures and standout memories – unique, personally crafted activity-based holidays inspired by his own experiences.
We got involved when Richard was trying to move his company to the next level and so worked together with him and his team for a few days a month over a year at a strategic level on Summit & Blue’s brand positioning and its priorities, and on a more tactical level on a new website and communication strategy.
British Mountaineering Council
The British Mountaineering Council (BMC) is the representative body that exists to protect the freedoms and promote the interests of climbers, hill walkers and mountaineers, including ski-mountaineers.
Over the last several years their has been a change in the nature of the relationship between Sport England and the various sporting bodies. This has led to a significant amount of re-organisation and refocusing of objectives and resources. Our consultancy project included making recommendations for a future marketing strategy based on the anticipated long-term changes to the BMC’s funding. It also encompassed a review of the BMC’s existing marketing strategy and resources.
BP Travel Marketing (part of Menzies Distribution)
BP Travel Marketing is the leading distributor of holiday travel brochures to consumers and travel agents and has been in the business for over 40 years. Steve Martin, General Manager, felt that in this increasingly digital world it was time to refresh its communications and look for some quick business wins to improve revenue. It also looked a good opportunity to use the activity as a staff re-engagement exercise.
We worked together with Steve and the BP team to review all activity. The BP team know and feel the BP brand but were struggling to articulate it. Using workshops and working groups we explored what the company and brand meant to them and fed the results into the build of a new positioning for the future. We also identified two existing sub-brands that looked prime for revitalisation – ‘Mailbag’ – a printed communication mechanism to travel agents – and ‘Brochurebank.
The ‘Brochurebank’ project involved taking it through from business case to the build of a new website and launch, and resulted in generating additional revenue for BP.
City Cruises is the leading tour boat operator on the River Thames in London.
We were invited in to scope-out and deliver a research project to identify and evaluate future opportunities for the business to pursue.
BUPA International is a leader in the international private health insurance sector.
At the time, due to a number of recent international acquisitions, BUPA International was not ready to finalise a permanent structure for its marketing and communications function. Bringing in interim marketing expertise allowed them to still deliver on their business plan, but retain flexibility. This allowed them to take some time whilst they made their decisions about resourcing.
The main areas of focus were on-line lead generation and the formulation and implementation of a marketing and communication structure. This effectively supported the new business structure.