Rebranding within an Established Brand
Flight Centre Business Travel
The Task
Flight Centre Business Travel, a corporate sub-brand of Flight Centre, underwent a rebranding process while new tech products were being launched. The challenge was to create new branding that aligns FCBT with Flight Centre while also establishing it as a distinct brand. Animations, new designs, and characters were introduced to explain the new tech launches. Additionally, two new tech platforms were launched simultaneously with the new branding.
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The Activity
To guarantee a successful launch, we had to coordinate the release of the new website, updated branding, platform launches, and sales pitches simultaneously and accurately. We worked extensively with the sales department to ensure that our new offering matched marketing's expectations in terms of appearance, language, and product accuracy. Additionally, we had to manage our budgets carefully to invest in the new branding and generate enough excitement for the rebrand while staying within our financial limits.
The Actions
We collaborated with a branding agency to establish the brand's identity as a and as a part of the Flight Centre Group. Managing stakeholders was a crucial aspect during this process, both within FCBT and the wider group.
Working collaboratively with other departments was crucial to ensure the success of the platform launches. From the dev and tech departments to ensure platform capabilities are met, to the sale and account management teams to ensure both new and existing customer needs are met.​
The Results
The rebranding was received internally extremely well, with counterparts globally looking to take on the new branding within their regions. Results saw lead generation significantly improve with an increase of 200% compared to the previous 6 month average. Website activity saw the first month traffic increased by 10%, bounce rate decreased by 9%, pages per session increase by 26% and session duration increased by 49%.
Existing customers benefitted from the new platforms and the increased capabilities.
Rebrand and Platform Launch Videos
Future of Flight Centre Business Travel
Unfortunately the launch took place at the end of 2019 and due to the impacts of the global pandemic the results, although successful, were short lived until global travel was restricted. Being part of the Flight Centre Group, FCBT was then split and folded into two of their existing brands - Corporate Traveller and the Flight Centre leisure business.