ActionQuest's dated brand image didn't live up to its exciting program advancements in activities, destinations and experiential learning. The company needed a brand that spoke to the sheer excitement of its programs-one that today's teenagers could not only identify with, but believe in. Instead, the brand was stale and unappealing. In addition to its brand, the company needed a way to communicate vital information to its very different audiences - teens, parents, past and future AQ travelers.
After intensive market research, customer profiling and business case analysis, we devised and implemented a 360-degree multifaceted branding strategy. We created a highly interactive Web site that leveraged social media channels to drive the company's “My AQ” portal. Here, teens could connect with past and future AQ travelers to learn about upcoming trips and stay in touch with their shipmates. We also created a separate section for parents with resources that specifically addressed their needs. The revolutionary branding and positioning strategy was reinforced in AQ's offline brochures and program guide. Through this integrated branding strategy, we managed to reinvent the way ActionQuest communicated with teens around the world.
Enrollment rates in the days after the new program book was distributed soared. Calls and e-mails about the ActionQuest programs came in from across the globe. The ActionQuest team was still reeling from the program guide's response when the new Web site launched. Attendance skyrocketed even further as teens world-wide enrolled online and discovered the “My AQ” portal. The number of page views each visitor viewed per visit increased 55 percent and visitors spent an average of 22 percent more time overall on the site. atLarge's “Life Activated” campaign had captured teens and adults alike with its revolutionary approach and customization.
