Travel Channel: Brand positioning
We were engaged to help move digital positioning of the brand forward. Sporadic transmedia efforts were resulting in a divergence of online and offline audiences, compounded by expectations defined against other media properties of the parent company including content and demographic differences. We made immediate recommendations based on analytic data, such as prioritizing development of cross-platform media support, and initiated consumer research efforts to provide understanding of the current audience and their use of the digital properties relative to the linear channel content. We delivered research findings to provide firm foundations to extend the brand online, providing more value to consumers, traffic and exposure for partnerships and revenue opportunities for the parent brand.
Our engagement included: UI/UX critique, analytic review, reporting evolution and ongoing commentary, qualitative research, quantitative research & recommendations, updated digital positioning and strategic development.