I spent around twenty years deeply immersed and involved in brand and branding around travel and tourism, tapering off around ten years ago. In those days agencies would give you three executions and you would pick the best one.
The world has changed now, and “mass customisation” has moved away from Amazon and online shopping to advertising. The new agency for British Airways has just released a campaign with 500 (yes FIVE HUNDRED!) different executions. With 500 variations there is likely to be at least one that speaks to your reason to travel.
The one above, after my health journey this year, speaks to me.
What market does your brand and branding speak to?
PS my website has one execution and speaks to a highly specialised market, leaders who are ready (and brave enough to be ready) for “What’s Next”. You can go with 500 executions to reach a broad market, or you can go for one highly specialised one to narrow your field of play.