EVOKING THE IMAGINATION AND ROMANCE OF TRAVEL. Prior’s unrivalled access and seamless travel service delivers travellers a world of unique discovery and experience. However, the strategic challenge for the growth of a brand like this is that our true sense of place, and the joy of experience and discovery have been diminished by a world fuelled by Instagram and the “attention economy”. Digitally shared experiences are now precursor to our reality.
In building a brand for this new customer travel experience, we took a conscious decision to always leave something to the audience’s imagination. The notion of a tapestry gave us a rich and immersive metaphor with which to convey the wonder of travel, inferring a diversity of destination and personal experiences.
The overarching brand personality is one of romance, magic and exploration, creating a new visually exciting archetype for high-end travel.