eDreams ODIGEO, a global online travel giant, manages a diverse brand portfolio.
Each brand operated in several languages but maintained a disjointed Tone of Voice, impacting the communication of their unique value propositions to their target audiences. To prepare for the launch of a new revenue-driving flagship product, "Prime" across their eDreams and Opodo brands, they needed to harmonise brand voices across their portfolio companies and launch a successful go-to-market to strengthen messaging, and build brand recognition, trust, and a strong foundation for brand loyalty.
Areas owned as Copy & Content Lead:
copy & content | ux copy | creative direction |
challenges
No Tone of Voice guidelines; No localisation guidelines; Customers emotionally disconnected from the brands; Brand dilution: Ineffective marketing campaigns and UX copy creation.
solutions
Harmonise brand voices: Creation of New Tone of Voice guides across all of the ODIGEO brands to build consistency and customer loyalty.
Improve creative campaigns: The Prime product campaigns showcased the updated Tone of Voice and new creatives were built out to produce marketing campaigns across social, TV and OOH.
Increase and optimise UX copy testing: New voice and localisation guidelines helped speed up copy production, and the introduction of Google Optimize helped to more efficiently and effectively test the direct impact of UX copy changes to great success.
results
Positive perception of brand increased from 20% to 60% in brand lift studies, driving significant revenue growth for the Prime product
eDreams Prime launch
