Kanoo Holidays [ Bahrain ]
Brand Creation, Brand Development
Kanoo Travel is one of the region’s largest travel agency networks (170 offices around the Middle East). Kanoo Holidays forms part of Kanoo Travel. The modus operandi of the division was to leverage Kanoo Travel’s experience & contacts to provide specialised holiday & tourist-focused services. This worked well for a while, but the company started to lose market-share due to a rapid explosion of competition in the region. Plus, the company was going through dramatic peaks and valleys in their business – doing well only at certain times and not throughout the year.
Audits also revealed the lack of established brand positioning, goals & guidelines, inconsistent brand representation across various touch-points, inadequately trained consultants and non-competitive pricing. The company was perceived as a generic supplier rather than a knowledgeable travel advisor. The challenge was to revamp the brand identity that reflected the desired mix of style and affordability with inherent value and quality – a positioning that would stand out and help generate consistent business throughout the year, as opposed to certain peak-times, as was the case.
Once the reasons that drove customer choice & potential points of differentiation were identified, Artobrand developed a distinctive ‘Kanoo Holidays’ brand position. Thereby imbuing the organisation with the distinct identity of a dynamic travel advisory persona – trusted, knowledgeable & innovative. A contemporary design, structured in the form of four seasons, portrayed the brand's ability to offer a wide basket of offerings for a range of clientele.
The colours used were vibrant and lively, bringing to life elements of nature and summing up the entire experience of an enjoyable holiday - together with a clean, approachable typeface that characterises innovation and enables the brand to stand out. The company’s positioning also became its slogan – “All Year Round”. Kanoo Holidays is now well on the road to becoming a successful entity and has made significant gains in the category.