The Helloworld Travel brand launched into New Zealand consolidating two well-known retail travel brands - Harvey World Travel and United Travel into a single identity.
The brand originated in Australia, which presented its own challenge. New Zealand audiences are fiercely protective of their market and resistant to anything handed down from across the Tasman.
I led the creative rollout as the sole senior creative after the agency departed due to the brand merger. With a team rebuilding after a restructure, I hired, reset the culture and pushed the studio toward agency-quality output delivered in-house.
The result was a network that grew from approximately 50 franchise stores left after the brand announcement to over 100 stores, as the industry started to embrace the single-brand approach.
Refreshed the Helloworld Travel eDM template system to improve consistency, usability and campaign flexibility across high-volume marketing activity. The updated structure allowed marketing teams to execute campaigns more efficiently while maintaining stronger brand hierarchy and visual consistency across the network.
Developed launch campaign creative for the New Zealand rollout of the Helloworld Travel brand, including large-format newspaper advertising designed to support national brand awareness and franchise visibility during the transition period.
Developed and maintained the Helloworld Travel brand guidelines to support consistent implementation across franchise marketing, campaign delivery and retail communications. The system was designed to balance national brand consistency with practical day-to-day usability for distributed marketing teams.
To ensure brand consistency, I set strict guideline around press ad - all of which were created in-house and each week we would have a creative review on all the ads in market to continuously improve on them.
helloworld published a ti-annual magazine that allowed the franchise network to showcase any industry travel they had done to their clients, highlighting new destinations and properties. I designed editorial layouts and campaign content for Explore Travel magazine, balancing commercial partner advertising with aspirational travel storytelling.