Abercrombie & Kent are a leading global luxury travel company and in 2019 we worked with the Australian leadership team to establish a growth strategy driving new consumer acquisition and repeat custom from the highest spending travellers in the marketplace. The project also focused on supporting their critical travel agency partners with insights, marketing activity, and collateral that made A&K their preferred partner for luxury travel design and delivery.

Utilising Dr Ross Honeywill’s NEO mindset typology and our understanding of how to best manage luxury brands we undertook a comprehensive research program to build alignment on what this discreet group of consumers sought from a travel partner. We established their current perception of A&K in comparison to key competitors. This enabled the experienced travel consultants and management team to build valuable customer insights, better alignment, and a more robust growth strategy.

We applied our brand DNA process to uncover and articulate the authentic and differentiating elements of the business that the premium consumer valued the most. This led to the creation of  refreshed brand vocabulary and a design platform for their major collateral and marketing communications.

Working with our trusted design and copywriting partners we created a portfolio of work that established the Inspiring Luxury Adventures platform and presented the A&K brand in a manner that ensured they optimise the perception of the value they create throughout the customer journey.