Connections
2019
Branding - Strategy
Connections is a 100% Belgian travel organisation and one of the biggest players in Belgium. They specialise in low-cost airline tickets worldwide and in travel deals for those who want to discover the world in a free, adventurous way. For those looking for as many new experiences as possible.
With over 30 years of experience in the travel industry and 31 travel shops, Connections is the partner of choice. But with the pressure emerging from popularity of various online booking services, it was time to step up and communicate in a structured and thoughtful way.
We started the process with an extensive strategic and corporate identity exercise, and then translated it to all communication channels.
From stock photography to experiences.
We opted for strong images, which may as well have been made by our customers. This way we responded to the realness and recognisability.
The tone of voice was slightly playful, human and feel-good. We put the experience and memory first, especially in the dream and inspiration phase. This way we evoked recognition and longing for travel. The closer we got to the booking phase, the more we pushed the destination forward. We put the experience at the centre, but always made sure in copy that the extra Connections provides was clear.
