Align and relaunch a travel brand

Online travel agencies are all about product, performance and single transactions. But what about the relationship? Can branding and content play a role to make the relationship last and thrive?

The challenge

Use content to

  • Improve the customer experience.
  • Lower customer churn.
  • Keep the brand lively and relevant.

The status quo

  • Online travel business is a commodity product-led business.
  • Low, close to zero, customer retention.
  • Inconsistent branding: performance marketing, CRM, social and PR did not speak the same language and did not represent the same values.
  • Low-quality content and inefficient editorial workflows.

Content can help to improve conversion and decrease churn, if

It is consistent across touch points and channels.

It is relevant and delivers value to consumers, meaningful.

→ It does not play the pure conversion game (click baits).

Action taken.

Brand identity and governance
  • Align brand messages and identity to product strategy.
  • Develop an all-channels encompassing content strategy.
  • Implement a brand concierge (team and tools) to help creators and marketers to find and use the right images, words and tone, speeding up the campaign’s execution.
Content organization

A new Brand Studio to

  • Overcome the fragmented organization by putting creators (writers, social media, PR, visual editors) under one umbrella to ensure consistency of execution.
  • Work with other departments (product, performance marketing) in cross-functional teams, with dedicated people (e.g. UX copy) assigned to the projects (matrix organization).
Systems and tools

Simplify and strengthen the content tech stack with fewer, natively integrated, enterprise solutions (Adobe Experience, DAM, Analytics) plus a lightweight Brand Portal powered by Frontify.

Beyond the Brand Book

We know that most brand books are often static artefacts, living in your intranet as a PDF document.They are sometimes too generic to support the daily work of creators.
However, not all organizations can afford to build custom solutions or adopt full enterprise platforms.Agile platforms like Bynder or Frontify, deliver powerful alternatives, fitting every budget.

Actionable items

For we opted for Frontify, as a lean solution to serve these use cases:

  • Marketers needing assets and guidance to develop campaign materials.
  • Salespeople creating decks and commercial offers.
  • Product and SEO managers creating landing pages and product screens.
  • Executives needing for boilerplates and material for events and presentations.
Brand concierge
  • We stretched the concept of the style guide beyond its usual scope. We combined visuals with writing guidelines: we added sets of boilerplates and created a growing collection of does and do nots with examples, including galleries of past campaigns and press releases. We created a media library structured by use cases, to help and inspire marketers and content managers in need of images.
  • For developers, we created ready-to-use assets for page authoring and landing page builders, so to minimize the time needed to create new pages.
  • We added templates for creating all the most frequent presentations and documents, both for expert users of Adobe IDD/Sketch and Microsoft PPT/DOC users.

Stock imagery, reloaded.

Online travel booking is a commodity business. It is a brisk business, mostly relying on fast pace performance marketing channels with lots of adverts promoting locations, experiences and cheap flights.

That means lots of stock photos.

We could not consider shifting to original photography for all our campaigns. So, the challenge was how to use stock images but making them not only brand-fit but memorable? We needed something to create immediate identification with the brand source and increasing brand recall.

We opted for a new brand element, one relatively easy to add to most pictures. The pink flamingo entered our brand imagery and later became the official brand icon of

Photo by Vicko Modara

Other Highlights
Content and Brand Building

Head of Brand and Content @ Heidelberg Cement Ventures ⦿ Germany, Global ❖ Private Equity (ConTech) ➪ Developed the branding and content for the Venture Capital Fund launched by HeidelbergCement, a global leader in the construction material sector. ➪ Flankered the GM to transform the business strategy and investment thesis into messaging and content for a B2B audience: founders, partners, other investors.

Success story: Construction: dusty, but sexy.

Content Strategy Director @ Industry Dive Ltd, USA ⦿ GAS EU Region ❖ Content marketing agency ➪ Provided senior support to handle key European Clients: data and strategy review, content optimisation, response to RFP and pitches. ➪ Always-on content marketing for owned, social and paid media.

Success story: Value Proposition Storytelling: how to communicate complex products?

Brand and Content @ ⦿ CH, DE, UK, ES, IT❖ Online Travel ➪ Led the merge of three different teams and reorganized all content operations (40 FTE across 3 Countries), ➪ Worked with the Leadership teams to develop a new brand architecture and brand communication strategy, with the goal to rely less on pure performance marketing and reduce customer churn.

Success story: Align and relaunch a travel brand.

Brand strategy  @ Music Support Group GmbH ⦿ Munich, Germany ❖ Creative Education ➪ Supporting the digital transformation of media and music academies, redefining the brand positioning and translating it into strategic messages, content, communications and channel strategy. ➪ Wrote new texts and developed new formats for the German language channels. Currently hiring the missing talents to rollout the new digital team.

Content Leadership at Red Bull Media House

Global Head of Digital Channels @ Red Bull Media House ⦿ Salzburg, AT, Global HQ ❖ Brand and Publishing ➪ I took part in one of the most impressive media transformation stories: a consumer brand becoming a global media company and a credible publisher, with a passionate (and monetizable) audience. ➪ I redeveloped (content and product) the Red Bull branded owned digital channels, hired and grew a global newsroom (21 FTE + 100 freelancers) responsible to create, edit, commission and license content for 50 Countries: videos, text, infographics, micro-content, photography. ➪ Results. From 100K UU monthly to over 10.5 Mio in less than two years.

Success story: from communication tools to credible media player.

Success story: design and content.

Digital Media Products at Deagostini Publishing

Head of digital – Product and Content  @ DeAgostini Publishing ⦿ ITA Milano HQ ❖ Special interests publishing ➪ Led the digital transformation of one of the oldest European publishers, rooted in education and children publishing. ➪ I was in charge of developing new media products and new revenue channels that needed original content. ➪ That content was missing. I had to develop it, together with a brand new team made by junior videographers (15 FTE) and editors (5 FTE). ➪ I also educated and coached Deagostini BU leaders to integrate digital in their product strategies.

Product Management at Mediaset Broadcasting

Digital Product Manager,
later Content Strategist
@ Mediaset ⦿ ITA Milano HQ ❖ Commercial TV ➪ Took part since day one to the digital transformation of the biggest Italian commercial TV groups. Led the development of several projects, with one still in my heart: tgcom24, the first all-digital, omnichannel Italian news outlet. Still, one of the most popular news outlets in Italy.