Having completed the Inghams rebranding project two years ago, we were tasked with designing the new look and feel of the website and simplifying the navigation, as well as providing the new tools for e-marketing.

We created a fresh look and feel for the Inghams website with a design application which accommodates both winter and summer holiday destinations. Working closely with Inghams and technical partners, Vyre, we have dramatically improved the online experience for customers by streamlining the navigation of the site. This enables customers to find out what’s on in nearby towns all within one page and through an intuitive tabbed system. www.inghams.co.uk

Case study: As strategic brand and design partner to STA travel, Heard Creative have been instrumental in the turnover growth from £11 million to £190 million over the past 15 years.

Dawn Howell, Marketing Manager of STA Travel said – “Why do we love Heard Creative? What’s not to love? They work with infectious passion and enthusiasm. Their work is creative, effective and refreshing. They’ve grown up with our brand, and grown up with us. They really are the perfect extension of our marketing team.”

STA Travel has long been a great believer in the power of brand positioning and the need to gain and maintain its place as the market leader in a rapidly changing market – the youth travel sector. The task for Heard Creative was to help them win and then maintain this hard fought position.

We started with research and audits to give us feedback and insights from their customers and their own people. We then used this information to create a brand that is different – a brand that is fun yet informative, one with integrity and that really wants to be friendly, with not just its customers, but also trade partners and staff. Next, we brought these brand attributes to life for all areas of the business, and so we created:

… New Interior retail scheme for 65 branches and 2 flagship stores
… National advertising campaign – press and cinema
… Classified and recruitment campaign
… Brand images
… The award-winning STA Travel Guide
… Seasonal instore promotions annually
… Exhibitions for Consumer Travel shows and festivals and events
… Internal branding and communications

The results speak for themselves, and not only in financial results but also in external achievements – STA Travel have won many prestigious Cimtig and trade accolades, including the Guardian Travel Award and has been voted a ‘Cool Brand Leader’ for three years running.

Case study: After 75 years, Inghams the quintessential British ski brand, much-loved by customers and staff alike, and respected for the quality of product and its in-resort staff, has undergone a gentle but much needed face lift.

Inghams’ new CEO, Litsa Constantinou appointed Heard Creative to help rejuvenate the successful UK ski brand, which was thought to be a little dated and tired, and not representative of the values and qualities of what is actually a very dynamic company. The project was a big investment for Inghams, and lasted for 18 months, entailing both research and creative work for which Heard is renowned.

Research first. Heard Creative conducted workshops and focus groups amongst all 300 head office and resort staff to find out more about the real Inghams experience. What was working and what wasn’t. Where they were better than competitors and where they weren’t, and then how the staff thought the brand personality was represented and how it could be improved.

Heard also talked to customers and travel agents by writing and managing an online survey. Finally, focus groups were held with key customer segments up and down the country and external travel agents. After 7 months of research, Heard reported back to the board and key stakeholders on the key findings, understandings and recommendations.

A creative brief was compiled with clear objectives to rejuvenate the brand by expressing clearly the values and unique offer of Inghams and make it appeal to a younger market, without alienating the loyal customer base.

Litsa Constantinou, CEO, Inghams Travel said “Heard Creative really took the time to fully understand our business and involve all the key stakeholders. They were responsive to our needs and often pushed our thinking beyond our comfort zone – just what we needed. The project has gone extremely well and our brand is now fully repositioned to take our business forward.”

The project in detail and as delivered by Heard Creative

* · Internal research
* · Customer research
* · Marque re-design
* · Brand hierarchy resolution of the Inghams Group of companies
* · Business communications
* · Brochures
* · Ticketing and pre-travel comms
* · In resort branding and comms
* · Online positioning
* · Online and press advertising
* · Trade and exhibition design

We also recently produced a video for Inghams’ 75th birthday celebrations charting their company history from their humble beginnings back in 1934 to the roaring success they enjoy today:

Heard work with European hostel chain Plus on exciting new brand development – rolling out first designs at TNT this spring and more to come for the summer – watch this space.