Scott Dunn unveils new brand identity
Luxury tour operator Scott Dunn has launched a new brand identity.
Over the course of the pandemic, it has taken on board guest feedback to ensure that the brand is listening and adapting to evolving demographics and booking patterns.
The result is a fresh new brand proposition to ensure the loyal customer base is engaged.
The campaign, titled ‘Out of the Ordinary’, is founded on three core values; In The Know, In the Detail and Inspiring.
These pillars are showcased through a new brand colour palette, logo and website.
Andre Rickerby, Chief Marketing Officer at Scott Dunn said: "Over the past two years, we have undertaken regular guest research and the results highlighted the high value guests place on our knowledge as well as our passion for travel."
We’ve taken this feedback and worked with specialist branding agency The Clearing to review and build on our 35-year heritage, ensuring the brand is true to our values and reflects what our guests expect from us."
It has a vibrant look and feel through a new colour palette and tone of voice.
This overhauled website – scottdunn.com – showcases refreshed destination content and itineraries which are aligned with the different personas that travel with Scott Dunn.
There is new content for Scott Dunn Explorers – the brand’s kids club offering which operates childcare programmes for children aged 4 months – 11 years in 10 destinations around the world.
Scott Dunn Private, a membership-only proposition which launched during the pandemic, has its own dedicated section.
CEO Sonia Davies said, "With travel firmly back on the agenda, we are delighted to be starting 2022 with a fresh brand proposition. Over the past 18 months we’ve taken time to listen to our guests and understand what’s important to them."
Scott Dunn will be moving its London HQ to new premises in Hammersmith in December 2021.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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