Monday, February 27, 2012
Monday, February 27, 2012
This week we interviewed Vic Walia, senior director for global brand advertising at hotels.com. The mega brand is making some major branding changes to enhance their brand and expand their reach. Check out this marketing blog exclusive interview:
1. What's the primary motivation for the new Hotels.com logo? We wanted to unify the brand globally and show our customers whether booking from or traveling to the US, London or Tokyo, it’s the same travel experience with hotels.com. We also wanted to convey our expertise and longstanding leadership in the market.
2. In conjunction with the logo update you're also changing your tagline. Can you provide some insight into the update? Finding travelers the perfect place is really the core of what we’ve done for 20 years so we wanted to remind customers that we’re about hotels, and only hotels. We sell over 30 million room nights every year with up to 100,000 deals so we know our customers count on us to find the perfect room, which is why our new tagline resonated so well with our loyal customers on Facebook.
3. How has the Hotels.com brand evolved in the last year and where do you see it going in the future? The brand continues to focus on its core business, hotels. The travel market and ecommerce market is a dynamic one and constantly changes and Hotels.com will adjust accordingly, as it always has.
4. In your release you mentioned additional changes in the next couple of quarters. Can give our readers some insight into additional brand related changes you'll be making? In addition to the logo change globally, we will be integrating a new look and feel among all of our sites globally to help unify the brands. We have also began using our new font style within all of our creative from TV advertising, sale messaging and emails. New sub-logos have also been released in the new style for the loyalty program, Welcome Rewards and for Deal of the Day to name just a few. We are updating our Photography our Site Copy and overall page designs in order to give users a better, more informed experience as they navigate the site.
5. How will you measure the reaction and feedback to your new branding (logo, tagline, etc.)? The feedback will be measured most clearly by business results. Plus, we have already tested the new logo, tagline and creative with research to ensure that it appeals to our current customer base as well as any new potential customers.
Special thanks to Vic Walia for sharing his rebranding secrets with us. He is a Brand Marketing Director with over 13+ years of experience managing several billion dollar consumer brands in the Food, FMCG, Travel/Leisure and E-commerce categories.