Travel Smart Brand Development 

Travel Smart - Jag has a reputation for developing branding in a mostly below-the-line space. On this occasion we were asked to rebrand a national chain of independently owned travel stores. In consultation with the group, Jag identified what drives a travel customer, and what message should the branding deliver that would identify with customers and provide a point of difference in a crowded 'High Street' retail travel space. Travel has three phases; once the traveller has the idea that he/she is going to travel they have a 'Dream'. The dream becomes a reality through a 'Plan' devised by the experienced and knowledgeable agent. The dream and the plan come together though enjoyment of the travel experience; 'Enjoy'. Hence 'Dream, Plan, Enjoy' emerged as the positioning statement that has proven to be right on the money.

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