Six months after a successful brand launch, helloworld was facing major competitive pressure. The big guys were looking to squash them and their category spend was five times greater. How could we ensure they maintained their momentum?
We implemented a strategy of innovation and value, aiming to develop strategic partnerships, increase customer engagement, establish ourselves as experts, and leveraging a smart media buy to create a constant pipeline of enquiries for stores.
Helloworld is now poised as NZ’s challenger brand, with a share of voice nearly matching House of Travel and catching Flight Centre who spent nearly 50% more. Wholesale sales have grown 41% year to date, combining with air sales to give a 21% increase in sales overall.
- TRA brand Performance Monitor May 2017
- helloworld reported figures: October 2016 to September 2017
- Media spend monitor: May 2017