wanderlust australia tours
BRAND
STRATEGY | LOGO | DESIGN | COPY | E-COM WEBSITE | BROCHURES | CAMPAIGN | SOCIAL MEDIA | BLOG CONTENT | EMAILS | CRM DATA
BuzBiz in Swan Hill were expanding their business to run a series of Australia-wide tours targeting the 55+ traveller. Fred&Co packed its bags and created a strategic brand positioning of ‘Explore like a local’. This platform formed the brand story for everything we did and it was perfect for our youthful-minded 55+ travellers. All the Wanderlust Tour itineraries were created around our brand story – so lots of ‘off the beaten tourist track’ local experiences were included making the tours very different from the ‘herded like sheep’ popular destination icon coach tours.
A new ‘australianesque’ icon, name, tagline and logo anchors the key brand difference plus it inspires, fun and happiness to a youthful 55+ traveller audience.
We created a name which inspires travel – Wanderlust Australia – which means a strong, innate desire to travel and discover. It was perfect for our youthful-minded 55+ travellers. The brand tagline promoted the business’ key point of touring difference.
We designed bus branding so Wanderlust had its own moving billboard – which was perfect for the new brand and business.
The brand Style Guide set the colour tone with fresh and vibrant colours which reflect Australia’s amazing destinations the tours went to.
Over 22 tour brochures were designed to promote the unique ‘Explore like a local’ tours specifically curated for the 55+ traveller audience.
88 postcards of cheeky local experience tips from the Wanderlust tour team, brought the ‘Explore like a local’ brand story to life.
The online booking website was designed using UX insights from the 55+ traveller audience to optimise the researching and booking experience.
Tours were categorised by state destinations and tour experiences (eg food & wine or outback etc) as travellers research differently for their tour bucket lists.
Wanderlust Australia offered a ‘Grand Tour’ and ‘Tour Continuations’ where many tours linked together so we designed a page showing the simplicity of linking tours for this unique product offering.
Tour pages promoted special offers, travel map and a tour summary before all the details were shared below.
The Rezdy booking engine was integrated into the website to allow for seamless online bookings and crm customer booking emails.
Every tour page had colour coded UX, which was designed to allow for easy booking, brochure downloads, tour itinerary viewing, blog tour research and cross-sells of alternative tours.
The website also had an ‘explore like a local’ blog with cheekily written articles curated for the 55+ travellers interests. The blog aimed to boost SEO, assist with trip planning and raise destination awareness.
