eDreams ODIGEO, a global online travel giant, manages a diverse brand portfolio.
Each brand operated in several languages but had 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 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.
CHALLENGES
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No Tone of Voice guidelines
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No localisation guidelines
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Customers emotionally disconnected from the brands
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Brand dilution
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Ineffective marketing campaigns and UX copy creation.
SOLUTIONS
Unified Brand Voice: Created new Tone of Voice guides across all ODIGEO brands to build a cohesive identity, strengthen consistency, and deepen customer connection.
Enhance Creative Campaigns: Reimagined Prime product campaigns using the new Tone of Voice and creative direction, producing aligned marketing across social, TV, and OOH.
Optimise UX Copy & Testing: Introduced voice and localisation guidelines to accelerate copy production, and implemented Google Optimize to measure the impact of UX copy changes, improving both efficiency and conversion results.
RESULTS
Positive perception of brand increased from 20% to 60% in brand lift studies, driving significant revenue growth for the Prime product.
PRIME LAUNCH
