12/03/12

Capita Business Travel

Following a series of workshops and stakeholder interviews, we have developed the brand strategy for the new entity using our brand model framework. We have also constructed core messages for both the combined and specialist offers. To help them implement the changes required and inform their clients of the benefits the merger will bring to the sector, we have developed a communication platform that communicates to all stakeholders during each stage of the programme. 

Our next challenge is to develop a name for the new organisation and create the supporting visual identity. So the rest of the year is certainly looking to be a busy and exciting time for the project team.

When the Capita Group purchased BSI, a hotel booking agency, and merged them with Capita Business Travel, a travel management company, they realised that it would take some inspired thinking to ‘sell’ their exciting and market changing proposition.