Adapting to market conditions with Pinnacle 'Value'
Like most companies in the luxury travel sector, Pinnacle Worldwide continued to face strong competition from O.T.A.'s (Online Travel Agents). The O.T.A. threat was further impacted by a huge reduction in consumer spending due to changes in the economic climate. In 2011, the company decided to compete with the launch of a new range of competitively priced three and four-star holidays.
Jonathan Drainey was responsible for creating a new sub-brand for this product range in tandem with the development of a comprehensive marketing programme focused across a number of online and offline channels. Traction for the Pinnacle 'Value' range has been hugely successful, providing Pinnacle Worldwide with a substantial share of the family holiday market across Northern Ireland.
- Brand strategy
- Marketing strategy
- Brand identity design
- Photography direction
- Marketing collateral design
- Store merchandising + retail P.O.S. (point of sale)
- Digital advertising
- Door-drop distribution