Brand Strategy

• The client engaged us to develop the long term strategic plan for "Travel Shopping of the Future"
• A review of the marketing strategy tools and plans for Flight Centre Brand
• Integration of the customer data from over 900 shops into a "Single Customer View"

• Translated the logo into a complete Brand Architecture and brand experience from scratch.
• Developed marketing, sales and merchandising systems, collateral and materials.

With a new General Manager in Australia and a new Global CEO the project is to create the platform to deal with some of the key challenges:

1. Vision and leadership
2. Growth strategy
3. Confused structure
4. Stakeholder distrust
5. Productivity
6. Reporting
7. Collaborative culture

The leadership team has operated in a different style to the new General Manager, with centralised decision making. The new General Manager has a more collaborative and inclusive style and the workshop should reflect this.

 With the widening product offering Spicers has asked Marketing Express to review the Spicers brand architecture and positioning of all the brand elements and recommend how to progress.

Spicers would like Marketing Express to use previous research to assist with its recommendations.

The key focus is around the following offerings:

• All-inclusive luxury experience offering 
• Traditional luxury experience
• City offering
• Glamping experience
• Trails
• Bike park

After the review process Spicers had Marketing Express recommend the brand architecture and rationale.