1

brand book

kelley shine rachel darstein

yu-chen (jane) chen

bounce travel

1

Situ

ation

al Ana

lysis

Current Positioning

Consumer Accepted Beliefs• Vacation planning is stressful

• Travel agencies are annoying

• Travel agencies are expensive

• Itineraries are too structured

• Traveling is expensive

• Traveling can be dangerous

• Communication barriers are a problem when traveling

• Vacations are fun when you actually get to your destination

• Researching vacations is fun

• Traveling is a way to relax

• It’s hard to coordinate multiple decisions

• Expensive and difficult to change plans while travelling

While there are several widely known companies that specialize in travel, there are no companies that offer the specific service that Bounce is offering. Many of them have specific destinations and specific itineraries, entertainement and food venues that they endorse and acknowledge. They don’t leave much up to the customer. However, in the travel industry, it is difficult to differentiate yourself from each other, and there is not much opportunity for new competition unless they offer something completely unique. When looking at different travel agency websites, they all look similar and it is sometimes hard to distinguish between the different ones. Since Bounce offers a unique service, its website will also differentiate itself from others. Bounce currently positions itself as a travel tool for young professionals looking to see the world conveniently. To achieve this message, the Bounce identity is fun, creative yet professional.

2

Competitor Analysis

S trengths• Brand is focused on the customer

• Clean and simply designed website and materials

• Knowledgeable staff and customer assistance

• Unique service

• “One stop shop” – customers can get everything they need: flight plans, itinerary, accomodations, entertainment/food/service reccommendations, all in one place

Weaknesses• Hard to find customers because even with our goal

being to keep travel affordable, many customers have the assumption that travel is expensive

• ·Many like to plan their travel alone or feel it is more efficient to do so

• In such a narrow market with companies such as STA Travel already dominating it is hard to introduce a new company and get consumers to trust it.

Opportunities• Companies such as STA Travel have more

strict itineraries and limited options.

• Small number of competitors

• Younger target has more disposable income because they are still in school/supported by their parents

• Young professionals who enjoy travelling will be actively seeking more affordable travel options that they can tailor to their wants/needs

• Increased use of digital technologies

Threats• Economic slump may deter people from spending

extra money on travel

• Competition makes it difficult to build brand trust

• Consumers might plan a trip of multiple destinations themselves because they think it’s cheaper

• Political situations in various destinations may be unstable, thus detering from travel

3

Com

petito

r Anal

ysis

STA Travel is probably the most well known of our competitors. They target essentially the same audience as we do, but since “Student” is part of their name, it is clear their emphasis is more on student travel. They have a number of options to help students plan travel in accordance with their normally limited budget. They also have a comprehensive set of trip planning tools, ranging from flight finders to bus schedules and car rentals; from hostels to resorts, and also have options of places to travel in a wide number of areas.

STA Travel has been around for 30 years, making it an extremely well-established competitor, something we must keep in mind when introducing Bounce into the market. Their website is very professional, clean, and well designed, although it is very busy. It looks like any other travel service website would with the same elements as well.

Expedia Travel is an online-based travel assistant. It has a number of options to help plan a vacation or trip, and specializes in vacation packages. However, when they use the term vacation package, they simply mean booking a flight and a hotel together, rather than having to go to various websites to do so. They have the basic options that travel sites similar to it have as well, such as being able to find certain activities to do, getting special deals when you book everything at once, rental car arrangements, etc. They seem to target an older audience however, because unlike STA or STS, they don’t have a special Spring Break option, nor do their prices reflect the range that a younger target would be able to afford.

4

Competitor Analysis

Studet Travel Services is another competitor, but not as well-known or on as big of a scale as STA Travel. Student Travel Services focuses mainly on spring break deals and trips, and the choices for destinations are very limited. The reason for this is obviously that there are very specific locations that are popular for spring break, and since it is spring break-focused, it doesn’t have any other options.

STS has been around since 1984, founded by two Cornell graduates. They target students specifically, and employ student organizers, travel reps, and campus reps across the United States. Their main goal is to make sure the travel they provide is affordable and trustworthy.

Their website is not as well desgined as STA’s website – it looks very cramped and busy, and doesn’t have many graphics. It also has a confusing interface and can be difficult to navigate and find what you want. Their logo does not look as corporate as STA’s ogo, but it also does not look as updated or modern. It is a very cliché kind of logo, and doesn’t really fit with the goals of the brand.

Travelocity is very similar to Expedia in the way it presents itself and who it seems to target. They also have very similar options and an almost identical layout. Other sites that seem to use the same business plan and/or layout are: Orbitz, Kayak, and Priceline. These sites are all online based and boasts for the lowest fares and travel packages.

This further shows that online travel agencies are all extremely similar and built the same way. This leaves an opportunity and a niche for Bounce to enter the travel market with a unique website, target, and service.

5

Targ

et Mark

et

Primary Target Audience Secondary Target Audience

Meet WillowShe is 21 years old and currently a senior in Boston College. She majors in Anthropology and have strong interests in Human Rights and Environmental Issues. Her dream is to become a Cultural Anthropologist with a focus on Human Rights in the Southeast Asia region. To achieve this goal, Willow sees a need to travel the world once she graduates. She has a small amount of disposable income for her to backpack around Europe and Asia.

Meet DarrellHe is 24 years old and working as a Marketing Assistant at a consulting firm in Chicago. He graduated from University of Delaware two years ago and dove head first into the real world. He always dreamed of travelling the world, but something always got in the way. In his second year as a college graduate, Darrell plans to use his vacation time to travel with friends and roadtrip from Chicago to Los Angeles, and then fly to South America for the World Cup 2014.

Meet AdamHe is 33 years old and working as an Assistant Professor of Strategic Communication at Ithaca College. Adam enjoys running marathons and managing his other online ventures in his free time. He travels to various cities and destinations to keep up to date with the advertising industry as well as to compete in marathons across the country. He dislikes the Papyrus font, and is also frustrated with not being able to bounce from destination to destination freely.

Meet LisaShe is 27 years old and working as an Account Manager at Ogilvy PR in New York City. Lisa is a very hard-worker and is slated to be the next Director of Accounts. After graduating from Barnard College, Lisa is finally settling in to the real-world. In the future, her and her husband plan to have a family and move to Brooklyn. They are both very excited about their future together, but would love to see the world before they officially settle down.

The target market for Bounce Travel is comprised of 18 to 25 year olds who have a small amount of disposable income. This includes young adults who might be college students or entry-level professionals. They’ve spent most of their lives working or in school, and are ready to get out and see the world. They are laid back and self-motivated, live independent lifestyles and love flexibility. Their adventurous, open-minded personalities make them extremely outgoing and fun to be around. Bounce Travel’s secondary target market is composed of 26-34 year olds, who exhibit many of the same personality traits as the 18-25 year old target market. However, this older target market has traveled many times before, and is looking for a different experience. They want to take their travel into their own hands and really get immersed in the cultures of the countries they are visiting. They want to travel to places that are less mainstream in order to really appreciate what different countries have to offer.

6

Target Market Collage

Secondary Target Audience

7

Brand PhilosophyBr

an

d Ph

ilosophy

At Bounce Travel, we believe that you cannot fit travel plans into one mold. Each person wants to see a place in a way that appeals to them. Our job is to make sure that each person can go where they want to, when they want to. While many travelers base their travel decisions on how much a certain trip will cost, we want to make sure they are in control of where they go, and we fit the cost around their personal needs. Bounce travel provides the tools to help travelers bounce from place to place without having to break the bank. With Bounce Travel, you can see the world on your terms.

8

Brand Prom

ise

We make travel as flexible as the consumer’s imagination by helping travelers ensure that

their multi-destination trip is safe, easy and fun.

9

Desig

n Ins

pirations

10

ToneTo

neSince Bounce Travel primarily targets young, outgoing individuals, we wanted to relate our tone to our target market’s personalities. By using bright, bold colors, we convey our travel company is outgoing and fun. The predominant choice of using turquoise is to develop a sense of wander while modernizing and simplifying the idea of a travel agency. The choice of using dark gray as an supporting color to the turquoise was to ensure that the contrast is clean-cut and professional.

The language we use is informal to relate more to our customers laid back personalities. The predominant lower-case text in our promotional materials reinforces this informal look, and allowing us to have a free conversation with our customers. Bounce Travel’s tone is kept at a laidback pace, and is designed to remind customers of the joy and simplicity of seeing the world.

11

Logos and Taglines

Pantone Green 0921 Pantone 425 EC

Co

lor P

alette

12

Logos and Taglines

travel, on your own terms.

Color P

alette

13

Font

Antipasto Regular

To maintain unity in the Bounch identity, it is crucial that the font choices are consistent throughout. Our choices of fonts are Anitpasto* and Raleway. Antipasto* will be used for headings and anywhere that has to do with Brand Identity (ie. business card names and positions, addresses). Raleway will be used for general text (ie. letter text). These two fonts are sleek and clean. Antipasto* is chic, yet has a hint of fun because of its rounded corners, therefore we believe these fonts strongly support Bounce Travel’s chic and fun identity.

abcdefghijklmnopqrstuvwxyz 123456789~!@#$%^&*(),./

Antipasto Extralightabcdefghijklmnopqrstuvwxyz 123456789~!@#$%^&*(),./

Antipasto Boldabcdefghijklmnopqrstuvwxyz 123456789~!@#$%^&*(),./

*Antipasto Bold is not part of the acceptable font formats because the font does not fit with Bounce Travel’s chic identity.

Raleway Thinabcdefghijklmnopqrstuvwxyz 123456789~!@#$%^&*(),./*Raleway is not available in Bold, but the accepted practice is to have a 1 pt stroke on the Raleway text to emphasize text.

Fonts

14

Branding StandardsThe Bounce Travel brandmark should be shown in its standard and customary fashion in order to be immediately recognizable as belonging to Bounce Travel. Consistent presentation not only maintains the Bounce Travel’s brandmark as distinctive, but supports the overall brand identity. Follow the guidelines below to ensure the Bounce Travel brandmark is presented correctly.

The Bounce Travel trademark and images may be used for editorial purposes only in newspapers, magazines, online publications, trade publications and broadcast media. Any use of the artwork outside of these guidelines is strictly prohibited.

Clear Space Guidelines Clear space is the minimum “breathing room” maintained around the brandmark. It should be kept free of graphics, text and other marks. It also defines the minimum distance from the brandmark to the edge of a printed piece outside of these guidelines is strictly prohibited.

Minimum Size Minimum size refers to the smallest dimensions allowed for brandmark versions. It is stated as a minimum width.

0.5” height

0.2” width

Stand alone logo (no name)

0.5” height

0.2” width

Stand alone logo (with name)

0.3” width

0.2” height

corner cutoff logo

Cropped Logo

The Cropped Logo is used only for internal design purposes (ie. stationery, advertisements). The cutoff logo should always be presented on the bottom right-hand corner of page, and be cropped according to the height and width stated. The logo should never be overlapped, but it is considered acceptable use when layered over other elements.

15

Bran

ding

Standards

Do not rotate logo in any direction

bounce travel bounce travel

Do not change the name placement

Do not crop the logo any other way than indicated previously Do not change colors of logos

Unacceptable Brandmark Renderings

16

Branding Standards

When the standalone logo without name is used, it is acceptable to attach the Bounce Travel site address to the left of the logo. The site address should be at least 0.2” width away from Bounce Travel logo. The Bounce Travel site address should not be referenced in the stand alone logo with name.

bouncetravel.com

bouncetravel.com

The same standard applies to the cropped logo.

bouncetravel.com

Trademark Guidelines

Nothing in the Logo can standalone nor have apply effects to it. The “B” must always stay within the ripples and should never be alone. The ripples are never to stand alone as well.

Do not water mark the logo,

Promotional text should always maintain in the lower case, unless it is in a grammatical context (ie. beginning of a sentence). Antipasto is to be used in all external materials, and Raleway be used for internal documentation and letter-writing.

Whenever the Bounce Travel name, brandmark or trademarks are used by third-party organizations on any communications material, the following statement must appear in a clear, easily readable position on the material:

Bounce Travel and the Bounce Travel brandmark are registered trademarks of Bounce Travel, Inc. All rights reserve

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Design Standards

Front Back

Front Back

Stati

onery

18

SationeryStati

onery

Back

Front

19

Web

site D

esign

The homepage of Bounce Travel provides customers with easy access to a quick price quote of their desired trip. The navigation bar at the top clearly states the different pages of the website, which are all tools one would need when planning a trip. Below the navigation is a brief description of what Bounce Travel is and how it differs from the competition.

The main section of the homepage is the quick quote feature. Customers type in their desired destinations and dates they wish to leave on. After submitting their choices, the cheapest prices appear on the map, along with the mode of transportation to each destination. If customers are only looking to book travel at this point, they are able to go directly to the booking page. If the customer just input their destinations and click bounce, they are brought to page that allows them to choose multiple flights towards their first destination, then the next and so on.

However, if the customer needs lodging or would like to look add activities, they also have that option. With each feature added to the trip, the total price will recalculate so the customer knows exactly what price the trip will cost them.

The lower section of the website has the option to see where past travelers have “bounced”. When clicking on the picture icons, a list of where the trip took place, what lodging was stayed in as well as what activities were participated in will appear. Customers will also be able to see a review given on that particular trip experience, so they can judge for themselves if they want to partake in any of the same travel plans.

The home page also includes links to Bounce’s social media pages, as well as a way to contact the company incase any issues arise

Homepage

20

Website Design

flights available:

Chicago (O’Hare) > New York (JFK) > London (Heathrow)

4:05 p.m. Chicago > 6:20 p.m. New York 7:10 p.m. New York > 10:25a.m. London

Departure: $655 USD

5:40 a.m. Chicago > 8:30 a.m. Charlotte 11:00 a.m. Charlotte > 1:10 p.m. London Departure: $728 USD

1:02 p.m. Chicago > 8:35 p.m. LondonDeparture: $1020 USD

Chicago (O’Hare) > Charlotte (Dougals) > London (Heathrow)

Chicago (O’Hare) > London (Heathrow)

more airport options

start search over

Chicagomidway int’l

greater rockford

all airports

New Yorknewark int’l

laguardia int’l

all airports

london city

gatwick

luton

London

stansted

city of derry

all airports

continue >>

narrow your searchflight times departure arrival

arrive in london 6:20 a.m. - 12:00p.m.

stops 1 stop 2+ stops no stops

preferred airlinescontinental virgin air franceKLM delta aer lingus

continue >>

After consumers have input their destination and clicked “bounce!” in the quick quote box on the front page, they are brought to this page (if their travel includes a flight) . This second page is an extension of the homepage. Customers can change their destinations and plans on this page but still see the interactive map. The theme of this “flights” page is pink to correlate with the quick quote box, where the origin was labeled pink. On this page, customers are given options for flights including times, aiports and stops. This allows the customer to customize their travel plans freely. Once the search is complete for the first mode of transportation, the customer selects their choice, and is then brought to a page to select their “+ lodging” and “+activites” of their destination. Each new destination will have the same repeated process of browsing, choosing and booking. This linear process makes it easy for a customer to make travel plans freely and understand their own timeline. Lastly, once all the destinations are accounted for, the customer receives their own travel summary page.

Additional webpage

21

Website Design

do you want to

travel?

!"#$"%&""'%()"*"+%,)"%$-.-(/0'%()-(%102%3-'(%/4%'0(%-$-/5-&5"+%6(%.04(4%(00%72.)+%6(%80"4'#(%9(%102*%4.)"825"+%

There aren’t enough options. Bounce travel customizes your trip so you can do what you want, when you want.

bouncetravel.com

travel, on your own terms.

Print

Ads

22

ApparelPrint

Ads

FRONT BACK

23

ApparelM

erch

andise

Several varieties of merchandise will be mailed to customers in a travel packet after they book a trip through Bounce. The first will be travel-sized amenities such as shampoo, conditioner, soap and a toothbrush. These will comply with airport standards for the amount of liquids allowed in carry-on baggage. The second piece of merchandise will be a waterproof passport holder, which will keep the customer’s most important travel document protected in any situation. The last merchandise item will be a sticker that turns into a luggage tag. The promotional sticker peels off the top of the luggage tag, which reveals a place to write contact information incase a bag is lost. The sticker was mocked after popular destination travel stickers that are frequently seen on the rear windows and bumpers of cars.

Shampoo and Conditioner set Travel Toothbrush set Travel Soap Holder

24

Merchandise

Luggage Tag with peel off sticker Passport holder and drawstring bag

SUBH

EAD SUBHEAD

25

Socia

l Media The main purpose of our Twitter account will be to keep in touch with travelers while they are abroad. We

will constantly be monitoring this account to hear feedback from our customers and to hear if they have any problems while on their trip. We will also frequently tweet travel tips and special deals we have going on.

26

Social Media

Bounce will be promoting a video contest on Facebook in order to generate interest and increase traffic to our facebook page and website. Participants are to submit a two minute video responding to the question “How would you bounce?” The contest will start January 2012 and submissions will be accepted until the beginning of March 2012. The top 5 videos chosen by Bounce will be put on our website and Facebook. A winner will be chosen based on the video that receives the most “likes”. This system encourages participants to share our page with family and friends. The grand prize winner will be announced in April 2012 and will receive a $500 travel voucher for Bounce Travel, while the runners up will receive a $100 travel voucher.

27

Mob

ile A

pplica

tion

start current location

radiusbudget

100 km350 euros

The mobile application for Bounce Travel will be a support tool for customers during their travels. The app is available to download free of charge for all Bounce Travel customers. External users can purchase the application for a charge of $0.99. The application will act as a safety net and guide book for travellers. The app is designed to be the right hand man of any traveler. Not only will it be able to provide information about transportation and trip planning, but it will also give customers access to Bounce’s travel guide database. In addition to letting customers change and adjust trav-el plans and access to Bounce’s travel handbook, the app also enables direct contact with Bounce if an emergency arises.

The front page is a map showing the customer a simplified map of their current location, and various destinations in the region. Here, the customer will either enter a specific location (ie. Hannover) or utilize the current location GPS finder. Then, they can type in the distance of which they are will to travel (in various measurements). And finally, type in their budget (also in various currencies). From this data, Bounce Travel’s app calculates the options available for transportation.

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Mobile Application

option 1option 2option 3

Train, Magdelburg, $114

Flight, Frankfurt, $157

Flight, Cologne $172

show more options

The second page shows the options available for transportation. Here, the customer can see that there are several options for destinations as well as methods of travel. The app will automatically highlight the options that is of lower cost. The different colors links each text box to the transportation methods highlighted in the map above. Customers can see more options by clicking on the yellow arrow.

After the customer chooses an option, he/she will have the opportunity to purchase the ticket for transportation. Additionally, once the plans are finalized customers are shown several acitivities available at thier destination of choice.

29

Gue

rilla Mark

etingIn several major cities such as New York City, Chicago, Los Angeles, and Miami, we will place interactive screens in different locations such as train stations and airports. These screens will function much like an Xbox Kinect. A person standing in front of it will be able to“throw” a virtual ball at an area on a map. The area they hit will pop up with the name of a location, and they can then use the virtual technology to learn more about the location of their choice. They can throw the virtual ball at one of several options to see different places of interest, options for accommodation, and the different ways of getting there. Through this, they can not only explore different places to visit and understand how to get there right at their location, but also get familiar with the Bounce brand and have fun doing it.

The “Bounce Board”

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Promotional TacticsIn order to reach our target market in an effective and exciting way, Bounce Travel will be bring Hamster Ball races to music festivals all across the country. Bonnaroo, Lollapalooza, Ultra, and Bamboozle are a few festivals where our primary target market is sure to be found. These hamster balls are inflatable and can comfortably fit a person inside of them. Bounce Travel will create a customized racecourse and participants will attempt to finish as fast as they possibly can. At the end of each festival, the 5 people with the quickest times will receive a $250 travel voucher.

Hamster Races