SOVEREIGN HOLIDAYS

POSITIONING • VISUAL IDENTITY • VERBAL IDENTITY MARKETING APPLICATIONS

A teal-colored background with white text that reads 'SOVEREIGN LUXURY TRAVEL' in large font.

SOVEREIGN HOLIDAYS IS THE LUXURY TRAVEL BRAND WITHIN THE TUI PORTFOLIO.

Four travel advertisements featuring scenes of luxury vacation destinations: an overwater bungalow at sunset, a luxurious poolside setting with pink flowers, a woman relaxing on a lounge chair on a beach with palm trees, and a view of white and blue buildings on a coastal hillside.

BACKGROUND

Sovereign Luxury Travel needed a fresh approach, updated look and new voice. These key aspects were getting overlooked, putting their business at risk. They had to stand out in the crowded luxury travel market.

Screenshot of travel website 'Sovereign' featuring a tropical beach with mountains, boats, and a blue ocean. The site offers luxury holiday packages and travel planning options.
Laptop screen displaying a travel website with images of luxury accommodations and safari experiences, including treehouses, elephants in South Africa, and boutique hotel rooms.

SOLUTION

At first, Sovereign Travel believed their positioning was adequate. However, after a detailed assessment, we collectively determined that a new positioning was essential. We examined their background, core clientele and services, while also analysing competitors' positioning strategies.
 

We then collaborated closely with Sovereign Travel to develop a fresh visual and verbal identity. We retained some valuable brand elements but ensured a more refined focus. The revamped Sovereign Travel brand now appears and communicates in a more distinctive and bespoke manner, firmly establishing them as a key player in the luxury travel sector.

A promotional webpage for Sovereign Holidays, featuring a thatched-roof overwater bungalow at dusk with a lit pool, umbrellas, and a calm ocean, advertising luxury holiday services.
A page from a book or brochure discussing the principles of verbal identity, with three main points: authenticity and inspiration, understanding and trust, and simplicity. The right side contains detailed text explaining the framework, emphasizing authentic and inspiring communication, with no distinctions between media formats or business types.
Open travel magazine showing four pages featuring destinations in Thailand, a beach with a pier at dusk, a swimming pool with two children jumping, and a luxury resort with outdoor pool and tropical plants.

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