FROM WALKING TO WANDERLUST: THE NEW BRAND FOR RAMBLERS HOLIDAY IS A STEP FORWARD, CAPTURING THE SPIRIT OF OUTDOOR PURSUITS AND INSPIRING YOUNG PEOPLE SEARCHING FOR UNIQUE TRAVEL EXPERIENCES. THE STORY STARTS HERE…
For 70 years, Ramblers Holidays have offered expert-led walking holidays to those who want to explore the world on foot. The original pioneer of adventure and mountaineering trips in the wilderness of post-war Europe, Ramblers Holidays has now grown to offer 215 walking holidays worldwide.
With the offer focused heavily on active walking holidays and attitudes of its loyal customer base changing, the company identified a need to attract a more diverse audience. But faced with an increasingly overcrowded marketplace, diversifying the product portfolio wasn’t going to be enough. The Partners was asked to solve this conundrum: to preserve the proud heritage of walking, embrace the diversity of the offering and help Ramblers Holidays stand out from the crowd.
Our first step was to conduct an audit of the market and explore the shifting attitudes of customers. We discovered two different types of customer. For one group the walking was the main attraction, but for many others, it was just one part of a more diverse experience. Both groups wanted the view from the top of the mountain, but whilst, for Ramblers’ original audience, spending a day hiking up the mountain was the essence of the experience, newer audiences wanted to get to the top in comfort. To reach both customer groups, could we split the offer in two?
What started as a brand architecture question quickly became a deeper exploration of the brand proposition. In close collaboration with our client we interrogated the brief to find the right way forward and quickly identified a space for a fresh communication style in the category. We created two brands to reflect the needs of the two audiences - one for walking holidays, one for experience holidays – united by one idea: ‘your story starts with Ramblers Holidays’.
We retained the Ramblers name for the walking holiday brand, building on the heritage of the company and its reputation for excellence in the walking world. Our primary imagery took the perspective of a traveller, inviting the customer to share in the experience. Often taken at the beginning of a path, the photography brings to life the brand idea of ‘your story starts here’. Ramblers Holidays had always walked the walk, but now it needed to talk the talk.
We gave the brand a worldly yet friendly tone of voice, reflecting the long-held expertise and knowledge whilst emphasising the social experience of a holiday with Ramblers.
At all times, the language is rich and evocative, demonstrating a passion for the brand and its offerings.
For the experience holiday brand, we needed a new start. We called it Chapters, a name that has a strong resonance with personal stories and brims with new starts and possibilities: each trip represents a new chapter in the book of life. Inspired by the illuminated letters found in ancient books, our typeface features a unique inline design, which subtly references ‘direction of travel’. Whilst clearly differentiating, the Chapters’ brand colours and typography are consistent with that of Ramblers, creating coherence across the two brands.
Ramblers Walking Holidays and Chapters Experience Holidays were launched in October 2016 and activated across all communications, from brochures to websites. We continue to work with the company and help them inspire customers old and new to take the trip of a lifetime with Ramblers Holidays.