How do I position my brand to be more international?
Demonstrate international values through the customer experience
Coral Travel, Russia’s biggest tour operator, saw their world changing. Increasingly, Western brands were moving East, projecting international values. In order to attract more customers, Coral Travel wanted to position itself as an international, rather than Russian, player.
We carried out extensive research that included interviewing staff and customers across Russian cities. We repositioned them with a new brand identity and look and feel which was rolled out in print and digital from retail delivery to resort – a complete branded customer experience. We also developed a programme of internal communications to launch the brand and gain support for it. The rebrand won Gold for Best Rebrand from Russia at the Transform Awards 2013.
Coral Travel is operating in 26 destinations around the globe. It is now perfectly positioned to appeal to international sunseekers.