ANWB Travel portfolio

Services provided by BR-ND People: Brand strategy (purpose, positioning & portfolio); Brand expression (naming); Brand culture (values & behaviors)

Background

In 2018, ANWB Reizen developed a multi-year strategic plan for its activities in the vacation and travel market. As part of this new strategy, it was decided that ANWB's activities in the Holidays and Travel market are a key growth area for ANWB.

Challenge

BR-ND was asked in 2019 to advise on ANWB's optimal brand portfolio in the vacations and travel market. Until 2019, the brand portfolio consisted of several brands, for example FOX Verre Reizen and Pharosreizen.

Besides development of the new brand portfolio strategy, BR-ND People supported with the brand strategy incl. positioning, brand story and the purpose of ANWB in the travel domain.

Result

It was decided to further consolidate ANWB's brand portfolio within the travel domain in 2020 and to merge the activities of FOX Verre Reizen, Pharosreizen and ANWB Ledenreizen within a central organization. In the future, the FOX and Pharos brands will also disappear and the ANWB brand will become prominent in the travel domain.

Mood film to clearly position the new brand story internally about ANWB Reizen.