ANWB Reizen
strategy
culture
Jul 2019
Listening to what travelers feel | ANWB
For a trusted organization like ANWB, the challenge was to make that warm feeling of connection tangible for every traveler, within a house of specialized brands. The question was simple: how can a family with different characters speak with one heart?
Travel is about more than reaching a destination; it's about the emotions we experience along the way. The ANWB Reizen family consists of diverse, strong brands, each with their own character. The challenge was to understand what travelers truly feel with each of these labels. How do you make sure every brand retains its own unique strength, while together they form an undeniable and recognizable whole within the trusted ANWB world? Without a clear emotional structure, you risk brands cannibalizing each other or losing their distinctive value.
Our journey together
We dove deep into the world of the people who matter most: the travelers themselves. With a science-based approach to brand strength, we went beyond analyzing dry data. Through our 23plusone methodology, we mapped the full emotional landscape.
In our interactive workshops, we explored the stories, feelings, and deeper associations each label evokes. This science-based and playful approach helped us make the invisible emotional lines between the different brands visible. We identified the specific drives that connect travelers to each unique travel label. This created a clear architecture where every brand gets the space to shine on its own terms, while collectively contributing to the overarching trust of ANWB Reizen.
The transformation
The result is a portfolio that beats like a heart. There's now one coherent story, expressed through a range of distinctive expressions that seamlessly connect. By truly listening to what travelers feel, we've built a strategy where purpose fuels performance. ANWB Reizen can now build with even more focus toward a future where every journey is a meaningful experience. Because when you understand what truly moves people, you can design a world that's stronger, more connected, and ready for the future.