United Kingdom
United States
Asia Pacific
Tempo colours up branding
Tempo Holidays’ Business Development Executives (BDEs) will be re-enforcing the company’s branding when they appear at agency doorsteps and industry functions dressed in the colours associated with Tempo’s key brochures.
Tops worn by the BDEs will be blue and white (Greece-Turkey brochure), navy and white (Britain and Ireland), pink and white (Latin America) or dark
green (Italy-France).
Each of Tempo’s eight BDEs will be kitted with one of each colour.
For over 15 years, Tempo’s brochure covers have been synonymous with the lifestyle foodstuff images and colours associated with the main countries.
As a result, said Tempo’s National Sales Manager, Mark Johnson, Tempo
brochures had enjoyed high agency shelf standout value compared to others, which tend to rely on large logos and/or traditional photographs of
destination icons.
“The strong colour and food theme association is key, not just to the Tempo brochure range, but also to Tempo’s corporate branding, with the logo presence in many cases very much a secondary element,” said Mr Johnson.
General Manager, Steve Reynolds credits the idea to marketing guru Martin Halstrom who was a keynote speaker at last year’s Travelscene Amex conference, attended by Mr Reynolds.
“Halstrom demonstrated that the most successful brands could be stripped back from their logos to strong iconic or colour associations and maintain high consumer recall,” he said. “I realised that also applies to Tempo Holidays because our brochure colours have been carrying the brand with agents and their customers.”
“A few minutes later when mingling with industry reps at the conference it became clear how to apply that thinking to our industry … we have well-established recognisable brand colours to really stand out in the crowd,” said Mr Reynolds.
Dressed in Tempo Holidays’ brand colours are, from left, Mark Johnson (National Sales Manager), Peta Gillin (Business Development Executive VIC), Steve Reynolds (General Manager) and Gerry Caesar (Business Development Executive VIC & TAS)
Graham Muldoon
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