Technology Systems
a B2B Leadership Position.
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Background:
Despite its prominence as a travel industry IT system provider, Amadeus lacked a brand identity and was losing ground to its competition. Challenge: Brand Amadeus as the industry leader and increase market share. Solution: After an initial 5-hour FMT consultation Follis Inc was put on retainer to tackle the assignment. Follis created a 3-part marketing plan starting with a new, branding tagline. That new tagline; "The name behind the best names in travel" acted as the foundation for the trade campaign. The campaign not only branded Amadeus as the industry leader, but it did so in a way that elevated and promoted its business partners ("the best names in travel") who got the added benefit of about 400k worth of industry media exposure. The branding ad concept was then adapted to work across multiple media channels (online, direct response, etc) Result: In a letter from Amadeus Marketing Manager, Elizabeth Phillips, Follis was praised with a glowing report of the early results. Amadeus is now the leading provider of IT solutions to the travel industry in 217 markets worldwide. |
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