Western & Oriental
It’s the little things that make the great things great
When it came to redefining and reinvigorating the Western & Oriental brand we took inspiration from the name. Whilst a very British brand, its heart lay in it’s Eastern influences. The new brand strategy created by SOUK Response reflected a simple, unhurried, and ultimately richer travel experience.
Special – not just special occasion
The new brand look and feel balanced a desire to retain Western & Oriental’s premium positioning with the need to ensure the brand was seen as friendly and accessible, appealing to encompassed families and honeymooners.
Covering all key customer touch points
The new brand identity was executed across all key customer touch pints including the website, brochures, direct mail, email and newsletters.
Responsible travel and sustainable tourism were very much at the heart of Rainbow Tours philosophy well before the terms were ever used. Combine this with an expertise in Madagascar, Africa and Latin America and we had a rich canvas on which to paint our vision for the new Rainbow Tours' brand.
Experiencing the world in colour
We called our new brand approach ‘experiencing the world in colour’. It formed the basis of all our thinking on how the brand should present itself on the web, through brochures and using online media.
Knowledge is power online
Rainbow customers are engaged in the world around them. They’re inquisitive and knowledgeable and our brand strategy reflected this. The editorial copy style helped reinforce Rainbow Tours’ knowledge and expertise of the destinations they know best and helped drive web traffic amongst prospects.