Flight Centre Travel Group has engaged VML to establish the brand identity of its new unified global B2B brand, Envoyage, slated for rollout throughout 2024 and into 2025.
FCTG enlisted the agency to develop an identity that reflects the cohesiveness of the independent global travel agent network under the Envoyage umbrella, previously spanning multiple brands to varying degrees of recognition.
Under the brand missive to “fuel journeys of a lifetime,” the brand has put forward a a B2B proposition focused on “future-proofing your business for tomorrow’s demand and growing global complexity.”
Its core focus will be providing innovative and reliable tools and systems for independent operators.
Danielle Galloway, FCTG’s managing director of luxury and independent brands, described Envoyage as the culmination of market research, industry consultation and in-depth design.
She described the new brand proposition as “compelling, memorable and versatile.”
“Our research tells us Envoyage conjures up a sense of aspiration, a feeling of security and an immediate association with travel and personalisation, so it truly embodies everything our independent division is about.
“Being part of Envoyage will offer travel advisors the best of both worlds – the freedom of running their own business their way, coupled with the power of a truly global brand and community.”
Alison Tilling, VML’s chief strategy officer, said that as a B2B brand “it was important Envoyage was positioned as a support.
“The Flight Centre independent agents and agencies are the heroes, we wanted this connected brand to herald the ecosystem and offer global growth opportunities to each individual business.”
VML was introduced in October last year after WPP announced the merger of Wunderman Thompson and VMLY&R. Its APAC leadership team was unveiled in December, with Audrey Kuah and Yi-Chung Tay named co-chief executive officers.
See also: VML unveils its new APAC market leadership team
Credits:
Client: Flight Centre Travel Group
Global leisure CEO: James Kavanagh
Global managing director luxury and independent brands: Danielle Galloway
Global chief operations officer: Astrid Richardson
Global head of brand and marketing: Allie Sparr
Agency: VML
Chief strategy officer: Alison Tilling
Strategy director: Alan Patterson
Managing director: Johan Borg
Managing partner: Kath Chen
Account director: Leanne Keogh
Creative director: Kieran Moroney
Senior copywriter: Blair Panozza
Senior art director: Mick Pollard
Design director: Elliot Owen