TM2TW

CONCEPT TO CONSUMER

TM2TW

CONCEPT TO CONSUMER

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Take me to the world, is a New Zealand based Travel and Tour Company. They have primarily 2 main target destinations – India and New Zealand.

Challenge

The brand sold customised tours across New Zealand to Indians and sold custom tours to India to New Zealanders. The Indian entity was called Take Me To New Zealand and New Zealand entity was called Take Me To India. However, communication about these different entities always seemed confusing and cumbersome.

Solution

One MG embarked on finding the path the brand must take to excel. We realised that the parent brand enjoyed positive recall and were increasingly associated with customised tours. We realigned their brands to share the parent brand’s core values and rebranded their visual identity and their collaterals to reinforce the core positioning of customised tours across India and New Zealand.

Branding

Branding

  • Unlike most travel companies that offer template based tours, TM2TW focussed on experiential tourism where the traveller could experience the destination like a local. They offered customized, interest-based experiences for the solo traveller as well as for people travelling with friends and family.
  • A brand positioning exercise was undertaken to innovatively position their unique brand offering and to differentiate them from their competition.
  • Inspired by the brand positioning of ‘Your glocaltripster’, the brand identity was used to communicate that TM2TW ensured an adventurous travel experience by helping customers find places, experiences and emotions that they didn’t know existed and by obliterating all the chaos from their travel plans.
  • Make loosely inspired from Maori tattoos, since the company had a New Zealand origin, the layered colours in the logo portrayed passion, adventure, exploration and rejuvenation.

Website

Website

  • In keeping with the brand philosophy, we wanted the website to connect and appeal to travel enthusiasts.
  • Travellers were categorized into tribes of Nature Lover, Connoisseur, Pure Indulgence, Tripper Friends, Family Joy and Extreme Sports, based on their travel interests and preferred way of travelling. The tours delivered by TM2TW were then customized to these travel preferences.
  • TM2TW was designed as the parent website while Take Me To New Zealand and Take Me To India were designed as sub sites to establish their distinct brand identities and provide dedicated information to the travellers.
  • This solution was easily scalable as the brand was looking to expand to Australia, Japan and Sri Lanka soon.

Marketing Collaterals

Marketing Collaterals

  • We designed and developed brochures to popularize the travel itineraries being offered by Take Me To India with visuals and illustrations that would excite travel aficionados.

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