Crafting a distinctive brand story for a leader that continues to lead.

Born during the rise of Microsoft, IBM and Apple; Tourplan staked its ground on the innovation timeline, leading the way on the software development front for the travel industry. With no clear rules, paths, limits or guidelines in the world of computing or software at the time, it marked a boundless era for origination in the digital revolution. This very same “nothing is impossible” ethos that underpinned the growth and development of Tourplan 35 years ago, continues to move Tourplan forward now.

Challenge
Behind a company built on pioneering vision and industry leading technology; Tourplan’s award-winning foundation remains its great people. Across this global organisation, every single person is a trusted and valued asset. With diverse skillsets and in-depth travel and tourism experience, most people have been a part of the Tourplan team for decades, offering specialised knowledge and understanding to every customer. As a software pioneer since the 1980s, Tourplan needed a brand identity refresh. Preserving the organisation’s 35-year legacy whilst embracing a new era of future growth.

Our approach
We reviewed the entire industry, understanding the landscape, from clients to niche market, that Tourplan operate and excel in. It was clear to us that a deep passion to better serve its people and customers are what power every advancement and offering at Tourplan. Which is why we understood that as much as there is a need for breakthrough and brand revolution, Tourplan needed to reflect its legacy and heritage – the bedrock that remains unchanged. Our approach was to relaunch rather than revolutionise Tourplan in a smart, accessible and inspiring way. 

Strategic direction
Our strategic objective was to refine Tourplan’s brand positioning, creating a strong distinctive differentiator to inform a new identity, language and visual style to grow Tourplan’s awareness, customer base and subscriptions.

 We collated insights from research across:

• 55 staff survey responses

• 8 in-depth interviews with key personnel

• 5 in-depth interviews with clients

• 7 client surveys

• Desktop industry research/reports

• Competitor reviews

Making our brand strategy one inspired by unique, key differentiators from the people who are directly connected to Tourplan itself. Landing on a positioning that reflects who Tourplan is at their core. Not simply a leader. A leader that looks beyond itself to serves others. Using our brand strategy to demonstrate Tourplan’s market leadership through:

• Proof points and endorsement that speak to what, why and how Tourplan’s industry specific system and service is better.

• Its many years of industry experience and client track record.

• Tourplan’s size and expertise – unpacking its in-depth understanding of client and business needs, articulated through its system and vast geographical footprint.

But beyond its size and expertise, our insight-driven research revealed that Tourplan has something that no other competitor does. Tourplan has always been about bettering people. Their passion for travel is centred on the idea that movement, exploration, discovery and connection are all part of being human. Just as they did when first designing their software and offerings; Tourplan believes that travel serves people.

Then from the world’s greatest explorers and travellers alike, from Hillary to Norgay, we realised the truly great adventurers go further in their journey when partnered with someone. Leveraging this creative insight with Tourplan’s core beliefs around travel, to land on the idea that for Tourplan, travel is always about US, together, step by step, no matter where you’d like to go.

Brand elements:

The elements we created elevate Tourplan, aligning its core with a new forward-moving purpose, vision and mission. Connecting every offering to broaden the brand’s appeal beyond its loyal business and customer base.

• Brand Positioning
  We are the world’s most trusted tourism technology partner with over 35 years of crafting our comprehensive travel and accounting software to completely meet the evolving needs of the world’s best tourism companies.

• Purpose
  We exist to serve your business with our unmatched expertise to help you achieve the extraordinary. Simply put, we’re the Tenzing to your Edmund. Together, we can do incredible things.

• Promise
  Your trusted tourism tech partner - seriously good software and service, because your business is our business.

• Brand Essence
  Your trusted tech partner for every step of the journey.

• Payoff
  We’ll get you there.

• Values
  Team. Shared Success. Partnership.

• Brand Statement
  The world’s most trusted tourism software since 1986. Tourplan combines accounting and tourism software backed by 24/7 global support to deliver the most comprehensive solution for businesses that want to grow.

Design:

Tourplan's brand identity and key communication platforms underwent a comprehensive overhaul, balancing legacy and future-focused purpose.

The revamped brand features a modern, striking logo embodying Tourplan's essence and direction. Brand print ads highlight Tourplan's innovative history and commitment to partnership, while outdoor ads showcase key differentiators and services. A launch film inspires anticipation for Tourplan's next chapter, and a relaunch brochure outlines the B2B offering and future outlook, encapsulating the brand's evolved positioning.

Return on investment:

Tourplan has experienced rapid growth since its rebrand. Supported by positive market conditions, its offices are now bursting at the seams, and Tourplan New Zealand have had to relocate to new offices to accommodate its growing number of staff members.