Luxurious journey firm Abercrombie & Kent is present process a model overhaul, together with a brand new look, web site, tagline, and the launch of a brand new journal.
A&Okay may have a brand new visible id and brand, that includes a heat colour palette impressed by locations like Egypt and Africa, and neutrals supposed to evoke safari tents, explorer’s journey baggage, and the corporate’s “adventurous spirit.”
A&Okay’s new tagline “Life, Nicely-Travelled” is about “unlocking a world” of prospects, stated Peter Chipchase, chief advertising and marketing officer.
Talking solely to Skift concerning the concept behind the brand new tagline, Chipchase stated his workforce was making an attempt to “faucet into the thought of the journey of life and that being advised via journey, and the ‘well-traveled’ half is the A&Okay distinction. If you happen to’re touring with us, you need one thing extremely personalised with unbelievable consideration to element.”
Overdue for a Rebrand
The corporate, based in 1962, has had totally different house owners in recent times. In 2019, founder Geoffrey Kent (alongside along with his buddy Manfredi Lefebvre d’Ovidio) purchased the enterprise again from its earlier proprietor.
Beforehand, there have been separate websites for the U.S., UK, and Australia websites. Now, the operator’s digital presence can be consolidated, with all three client web sites unified into one web site and cohesive social media channels (equivalent to @abercrombiekent on Instagram).
“The large change was constructing the worldwide web site. Purely from a advertising and marketing perspective, what it means is we’re funneling all of our customers into one place,” Chipchase stated.
“We would have liked to deliver all of it collectively. Once you’ve received one thing so decentralized, A&Okay as a model form of exists, however it’s interpreted individually in very other ways. So, what we’ve tried to do now’s deliver every thing collectively digitally via one international web site as an alternative of three,” he stated.
The brand new web site will present simpler entry to info and inspiration for planning journeys. It’ll enable customers to create their very own tailored journeys digitally and save them to a “book-it” record to debate with their journey advisor later.
Chipchase stated it is also an enormous change for the luxurious journey firm to have its personal “bespoke, personalised standpoint” in its communications.
“That’s been mirrored by the movie and pictures we’re doing. Loads of generic pictures has been used earlier than. We didn’t actually personal our personal belongings. Once you’re on the luxurious finish of the market, promoting a customized expertise, your advertising and marketing and the way in which you talk must really feel personalised as effectively.”
A&Okay has now re-edited its personal belongings and shot campaigns everywhere in the world to deliver this to life.
The model’s philanthropy arm, A&Okay Philanthropy (AKP), may also have a refreshed look and new web site.
Launch of Journal
Lastly, the corporate is launching {a magazine} known as Memento, which is able to characteristic tales from “among the world’s main journey writers and photographers.”
The journal, impressed by the facility of mementos to evoke journey recollections, can be dispatched to all seven continents.
Chipchase stated the journal “will transport our viewers to the center of the A&Okay expertise” and immerse them within the locations, cultures, and adventures that outline its new tagline, ‘Life, Nicely-Travelled’.
