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AAT Kings wanted to reposition their brand to appeal to new areas of the guided touring market in Australia.
AAT Kings wanted to reposition their brand to appeal to new areas of the guided touring market in Australia.
AAT Kings is the largest and oldest guided touring company in Australia
Background
AAT Kings wanted to reposition their brand, to appeal to new areas of the guided touring market in Australia, facing threats from increasing popularity in independent travelling, cruise liners, and the decline of traditional travel agents.
Role
I conducted an extensive research project with stakeholders, travel agents and travellers, to understand the business opportunity within different areas of the guided touring category. With this in place, I ran brand development workshops with the senior leadership team to create a distinctive new positioning and communications plan to bring it to life.
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