A JOURNEY TO THE CENTER OF THE … IDENTITY
Brand Situation
At the beginning of the ‘90s, after 50 years of communist restraints, Romanians were finally able to travel freely abroad and enjoy it. Given the low entry barriers and the strong demand, tourism agencies shot like mushrooms, riding on the increasing living standard of the Romanians and especially on their wish to learn more about the world and do business abroad. In the first ten years, they didn’t pay much attention to differentiation and service quality in order to build up loyalty.
Over the past two or three years, some agencies have stepped forward and started playing by the marketing rules, considering segmentation and trying to come up with differentiating statements. Among these companies is General Tour, a business inspired by the entrepreneur’s life philosophy: “nothing is impossible.” They hired Brandient to develop their brand strategy. The objective of the tour operator was to support its business vision and to get ready for the competition with the other tourism companies.
Brandient’s Approach & Solutions
After the audit over the extant identity, the assessment of the Romanian tourism services along with the trends of this industry, Brandient recommended General Tour a set of changes inspired by the company’s positive attitude toward solving requests that seem, at the beginning, unsolvable. Also, the changes were inspired by the joy they get in devoting to the challenges each client brings in.
The new name of the tour operator is Interra and it speaks about the expansion of the recreation and activity space. As inhabitants of this “global village” (in-terra), the clients of the tour operator wish to have access to trustworthy services, that range from business to leisure travel.
The brand attributes are flexibility, creativity, pragmatism and the obsession that nothing is impossible. This is why “Inspired by your demands” is the promise that supports the brand philosophy and personality.
A small toy highlights the visual identity. Used for children’s play, it originates in a windmill wheel. This visual identity refers to a world where everybody feels great, where everybody can get pleasant memories. The toy marks an emotional bind with the childhood and the pleasure of playing, but also with imagination, creativity, and the positive attitude within the company. Spirited by the idea that “nothing is impossible,” the company members are flexible, problem solving oriented, a set of values that are to be found at the visual level.
This is the way Interra starts building an attractive and friendly image. The company aims at challenging the tourism service market with the promise that nothing is impossible when challenges bring you joy and happiness.
Services: Brand Strategy, Naming, Corporate Identity.
