The world is more beautiful on foot.
Working with Ramble Worldwide on a major brand and creative overhaul.
Ramblers Walking Holidays approached us with a unique challenge - to reposition and reinvent their brand whilst respecting and honouring their proud history of 75 years. Utilising our tried-and-tested brand strategy process, we began by building our understanding of their business, their market, and the opportunities.
Brand discovery
Creative development
Video
Web design
Campaign delivery
Brand discovery
Working with our research partner Opinium, we commissioned a unique piece of research to build our understanding of the group tours and walking holiday sectors. Alongside this, we conducted a segmented survey of existing customers, together with stakeholder workshops and focus groups.
Opportunities
Through our research, we gained powerful, actionable insights regarding what people want from a walking holiday and what matters most when choosing a brand, leading us to uncover several opportunities that would influence and inspire our creativity.
A new name, a new world of possibilities
To address the perception of being closely associated with walking only in the UK, the bold decision was taken to introduce a new name. Ramblers Walking Holidays became Ramble Worldwide.
Meet the ‘Rarrow’
Evoking both the ‘R’ of Ramble and a wayfinding arrow, the ‘Rarrow’ provides a simple but distinctive option for making content immediately recognisable.
Introducing: the new collections
Four new collections were introduced to maximise relevance to different segments, attract new customers, and safeguard the brand's strong reputation amongst regular walking holiday travellers.
The world at your feet
In preparation for the re-launch, we created a piece of film to showcase the new brand. ‘The World At Your Feet’ captures the sense of connection felt when experiencing amazing landscapes worldwide.
“On behalf of us all at RW, we’d like to say a hearty thank you for all the work you’ve done. You’ve been a fantastic team to work with - really sound creative strategy and direction, as well as being very accommodating and adaptable.”
Jeremy Ellis
Marketing and Strategy Consultant, Ramble Worldwide