Carrier - Brand Positioning.
Looking beyond the journey. Looking beyond the destination.
Everything that the luxury traveller expects and more?
Personal chauffeur service to the airport, turning left on boarding the flight, the best suite in one of the world’s leading luxury hotels. Everything that luxury travellers expect, and everything that Carrier provides for its clients – as do a small and specialist group of its luxury travel provider competitors.
It’s about how we make people feel.
So, what could set Carrier apart from those competitors? Following initial meetings with their senior team, that was the key question, that was the brief.
Following over 100 hours of desk research, 30 interviews and 3 workshops, the answer was found by delving deep into how the essence of luxury had changed, from an emphasis on the physical, to a focus on the experiential.
When exploring new destinations, there was now a clear and present shift in the priorities of high-end travellers.
From what they can do, to who they be.
It was time for Carrier to look beyond simply destination, price and service. For luxury travellers it was increasingly about personal goals, discovery, humanity, belonging, enlightenment and achievement.
To demonstrate this refreshed approach to luxury travel provision, a comprehensive presentation was prepared featuring tone of voice, key statements and graphic brand communication, as well as a number of evocative videos with spine-tingling Ludovico Einaudi soundtracks.
A mantra for the brand.
After first presenting to the Carrier board, and subsequently on a big screen to the entire company gathered at Manchester’s Bridgewater Hall, ‘Look Beyond’ became the new Carrier brand mantra.
Finally, following a successful presentation of the brand reposition to Carriers international partners in a private cinema in London, ‘Look Beyond’ was soon the driver of the businesses culture, behaviour and service provision.
Setting Carrier apart.
Rather than a rebrand that would deal with only the aesthetic - it was creation of a comprehensive repositioning of the brand and its proposition that would go on to set Carrier apart from the competition.
Project undertaken when Head of HT&E, the branding division of Seventy7 Group.
