Client: HolidayXP  

Project: Brand Identity, HR Services, Conferences & Events, Franchise Services  

Sector: Travel

The Objective

HolidayXP is one of the fastest growing retail travel agency franchise groups in Australia, with 15 stores operating in metropolitan Melbourne and Sydney. Now in its 10th year of operation, the Group is growing from strength to strength, creating more opportunities for potential and existing franchisees, customers and employees.

Aligned to this rapid growth, Dovetail was asked to reinvent, refresh and realign the HolidayXP brand, to prove to customers that they take the extra step to offer unique experiences and itineraries, great value and exceptional customer service.

The Outcome

Franchisees, employees and customers are embracing the new branding and new look. The brand messages are being clearly communicated, there has had an increase in both revenue and in the number of new franchisees joining the Group. The HolidayXP ‘X” featured in all stores and on marketing material is becoming a well-recognised symbol of the Group.




The Solution

Following a brand audit, Dovetail established that HolidayXP's uniqueness is their everyday desire to continually exceed their customer's needs to ensure they always “Experience More” from the moment they walk through the door and throughout their holiday experience.

The additional value that HolidayXP provides customers is conveyed effectively through the branding with the new strong identifiable and campaignable brand language, incorporating a fun and innovative use of “Experience More” tagline and variations thereof in store design, on digital technology,  posters, flyers and online.

*This project was created in conjunction with Design Strategy.