Broadway Travel undergoes rebranding

Published on : Thursday, October 12, 2017


During the annual group conference in Rhodes, the Broadway Travel launched a new website and got itself rebranded.


The company will be celebrating its 70th anniversary next year, the new logo strapline – ‘More holiday, less work’ with new imagery and tone of voice will carry the firm forward in the years ahead.


Tim Buckman, the chief marketing officer showcased the revamping to staff and suppliers at the overseas conference. The creation was due to a huge amount of research into Broadway’s brand identity and the proposition being offered to its clients.



The broadway’s new web platform will go live by next week. Buckman mentioned that the amount of conversation online was about to increase but the company was not trying to become an OTA. The website will be accessed to drive business and interest across the company. An engaging content will likely have more chances of getting calls.



Broadway expects to convert 99% of its web users who visit their site but do not engage with the staff. Buckman while taking the delegates through the new website showed how Broadway was capable of making its search functionality ‘centre stage’ and cater to the users on mobile device who form 40% of the search traffic.



Broadway has drawn up five themes with the branding message of –simplicity, value, reliability, inspiration and heritage.



Buckman was earlier with a marketing agency addmustard and had joined Broadway last December.



Buckman described during the session how Broadway initiated the planning process, including interview of team members, the existing customer base and potential clients so that the company could better understand the buying habits and demographics.



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