Inghams broadens appeal to target younger market

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.

Heard Creative conducted workshops and focus groups amongst all 300 head office and resort staff to find out more about the real Inghams experience.

An online survey was built and managed to collect research from customers and travel agents. Finally, focus groups were held with key customer segments up and down the country. After 7 months of research, Heard reported back to the board and key stakeholders on the key findings, understandings and recommendations.

A subsequent 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.

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

Litsa Constantinou, CEO, Inghams Travel said “Heard Creative really took the time to fully understand our business and involve all the key stakeholders – 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.”