SARASOTA, FL - March 12, 2007 - atLarge, Inc. has just launched "Life Activated," a wildly successful brand development campaign for ActionQuest (AQ), a teen sailing and scuba adventure company.
The new brand campaign included the ActionQuest.com Web site, the AQ adventure book, poster campaign and T-shirt line. Design elements such as action-shots and landscape imagery have been used to emphasize the "Life Activated" theme across all mediums.
The "Life Activated" campaign has created an incredible stir among AQ shipmates, prospective shipmates and AQ staff. "The response has been phenomenal…calls, emails, interest from across the globe," said AQ Director Michael Meighan. Engagement with the revised brand is especially strong with the Web site, where visitors are spending about 25 percent more time on the new site as compared to the old site.
ActionQuest had approached atLarge because its brand was falling short when it came to communicating the full-breadth of AQ adventure -- an experience consistently indicated in the words of past shipmates as "life-changing and unforgettable." For over 30 years, ActionQuest had lived up to its name -- delivering incredible teen travel experiences in the Galapagos Islands to the Mediterranean and all points in between.
atLarge President Anand Pallegar leapt at the opportunity to communicate this experience into a revitalized brand campaign. "Leveraging our expertise in marketing to the needs, wants and communication preferences of teens, we were able to create a brand that teenagers could truly connect and identify with. To reach that point, we turned a lot of the industry standards for teen programs upside-down and renewed AQ relationships with teens and parents."
With extensive demographic research for past youth campaigns, atLarge was the natural choice for AQ's first ever re-branding campaign. The campaign involved heavy research, competitor analysis and in-depth staff and teen interviews. The research findings combined with atLarge's expertise in reaching the teen demographic, were used to drive the direction for a completely new brand -- a brand that elicits all of the thrill, action and adventure this age group is seeking in its summer activities.
