eDreams ODIGEO | Redefining a Global OTA’s Brand & Creative
Overview
• Part [1] | The Internal Goal | Develop a Creative Studio : As a performance marketing focused system, we needed to boost their B2B + B2C SaaS core offering, by creating a fully functioning internal Creative Studio within eDreams ODIGEO to elevate our brands creative output & potential with eDreams.com, as a key focal point.
All OTA’s Globally face challenges in loyalty, membership, and/or subscription programs is that Performance Marketing tactics can causes a high amount of Churn *(a measurement of the percentage of accounts that cancel or choose not to renew their subscriptions) that created a brand growth strategic standstill. A high churn rate can negatively impact Monthly Recurring Revenue [MRR] and can also indicate dissatisfaction with a product or service).
My goal was to develop a Brand Culture within eDO, a process that begins internally to help solidify our brands presence and begin to create measurable Brand Equity and begin building towards Relatability & Retention. I opted to focus on elevating eDream ODIGEO Brands and be even more competitive in the landscape of Global OTA’s from Flights to Hotel through Brand. My personal goal was to transform the Prime Offering from a Subscription model to a Membership model, creating a more exclusive experience for the end user by adding a customer-centric (customer care) approach in our brand creative communications.
• Part [2] |The External Goal | Re-Position Brands : As the Creative Studio was taking shape, I was simultaneously tasked to re-envision the approach of eDreams ODIGEO Brands (eDreams, Opodo, Travelink, Liligo, & GoVoyage) to increase engagement strategy focused on scalability and product challenges (Saas, tech solution, innovation). The main goal was to support its increase PRIME (Subscription) Program of which my personal milestone goal was to increase the memberships by 500k in 3 months to the 5 million subscribers through key strategies.
• Part [3 | Analyse the Global OTA Market | My Creative Perspective :
Global OTA’s | Brand Equity among Customers: when a brand is mostly performance focused, the can at time fail to connect with customers on a deeper level creating a transactional relationship where customers see the brand as merely a seller of products or services among others within search, rather than a partner or ally creating a difficulty in building brand equity by not showcasing the value and strength of a brand in the marketplace undermining efforts.
Global OTA’s | Brand Awareness & Engagement: short-term focus can lead to lack sustained success of a brand and customer loyalty giving a perceived lack of transparency. Consumers now a days are an over subscribed society which are increasingly drawn to brands that demonstrate authenticity and run the risk as not to align with the brand's values or mission.
Differentiation Challenge: not implementing brand-focused approach can cause customers to tune out or disengage from the brand altogether with limited emotional appeal struggling to evoke responses from customers. Emotional connections as well as value play a crucial role in building brand loyalty and advocacy, which can be difficult to achieve through purely transactional interactions
• Part [4] | The Brand Creative Strategy | Equity Growth : I set out to lay the groundwork for eDO to begin a stronger connection with its customers, Awareness and Engagement, into a more, Story-Focused Narrative Ad Strategy with emotive key factors, supporting a crucial element of Travel = Experiences that ensures a more genuine engagement and relationship with the eDO brands & Prime Program showcases as friendly, customer care, and approachable connection to their our traveler’s dreams by using a appealing, designed focused imagery in key stages
Stage 1 : Identify
THE CHALLENGE — Evolving Away from the Typical Performace Established Narrative |:| within this typical style of Global OTA comms there is a benchmark of using stock-footage imaging while keeping its messaging linear, creating a brand image which translated to an transactional comms approach without a clear brand differentiation strategy through promo-codes or vouchers which mixed results.
(PM VISUAL CAMPAIGN EXAMPLE)
Stage 2 : Reshape
Prime Brand Benchmarks as showcased in design, I began by leading the design team to focus on key detiasl which project three messages regarding the Prime Product Brand : 1, Surprise, | 2. Support. |. 3.Value.
Stage 3 : Engage
Prime Brand Benchmarks we started the journey by using a visual narrative that showcased the main core element of travel : Experiences. where we focus on telling a story by using relatable imagery that showcases a pre-booking experience showcasing the desired outcome and confirms such in post-booking using CRM campaigns.
This approach would be followed from eDreams to GoVoyage to Opodo & all our Brand properties,
eDreams Prime & Global Tourism Boards
Leading Brand Strategy meant working closely with out Media Services partners which included Global Tourism Boards by reimagining a customers creative experience to promote trips to these key partner destinations through design.
Morocco | Global Celebrity Contest
A personal goal was to really boot eDreams into the market, therefore created a Global Campaign Strategy in partnership with Four Seasons George the V (Paris) and Four Seasons Morocco to increase our PRIME and Create and Influencer + Celebrity focus Creative Strategy Campaign which allowed new and existing PRIME Members to enter a virtual contest with the change to join and venture into a trip of a lifetime.
I was able to secure Jack Whitehall and Maya Jama as the eDreams Prime Brand Reps/spoke persons for the project. The developed contest goal I set as a strategic aim was to break Prime Membership records at a minimum goal of 47-67% customer acquisition Globally for such impactful celebrity focused contest.
