SparrowMark
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This document presents creative concepts and a new brand identity for SparrowMark, a new entrant in the package holiday industry. It summarizes SparrowMark's USPs to differentiate itself from competitors and its strategy to aggressively communicate via various media. Three concepts highlighting SparrowMark's key USPs are presented: doorstep pick-up allowing holidays to start immediately; leaving worries to SparrowMark who will handle all travel requirements; and removing delays in lobbies with "Lobby-Free Holidays". A consolidated brand announcement combining the key benefits is also suggested. A new brand identity designed by art directors aiming to have a better and authentic look and feel is proposed.
SparrowMark
- 2. Our understanding of the brand SparrowMark is the new entrant in the vibrant and ever growing Package Holiday Industry and is planning to hit the market at right time as the New Year marks the revival of world economy from months long stagnation. The brand has come out with its own USPs to beat the competitions and intends to grab its space with aggressive communication strategies spreading various media.
- 4. Here we present a campaign with 3 different thoughts highlighting 3 different key points we have been briefed and a consolidated brand announcement. These ads are capable of giving the different messages independently and can be used separately. Moreover we suggest a different brand identity developed by our art directors. Which we believe have a better and authentic look and feel.
- 6. Concept -1 No delay to start your holiday (USP 1) This concept is trying leverage on the USP of doorstep pick-up. The communication announces benefits by way of reminding the customer that he/she can start their holiday right from their home.
- 9. Concept -2 Leave your worries to us (USP 2) This communication proclaims the experience and passion which drives the company. Customer need not worry about anything related to his travel anymore. SparrowMark will take care of each and every requirements.
- 11. Concept -3 No delay in lobbies (USP 3) The USP of removing delays in lobbies is leveraged in this communication. And we come out with a term called Lobby-Free-Holidays.
- 13. Communication consolidating key benefits on offer.
- 20. Thank You.