Koobr set off on an exciting new journey with MSG Tours, refining and refreshing the company’s marketing and brand communication activities. The specialist travel operator, based in Derby, has now seen a wealth of positive engagement across various channels, and has since enjoyed a continual increase in new business.

Marketing that’s on brand, on point and on course for success

After establishing a new base of operations in Europe and expanding into new markets, MSG Tours required a fresh approach to its marketing activities (including changes to its existing website) that would be tonally consistent in communicating the company’s brand, ethos, services and products.

Changes were first implemented across MSG’s existing website in order to establish a stronger central touchpoint and maximise all subsequent ongoing marketing activities.

This wasn’t a complete rebuild — a review was conducted to determine which areas of the website needed improvements to the presentation, messaging, SEO, and user journey. This resulted in a website that was more consistent in overall brand communication, whilst serving as a more effective tool for successfully generating leads and conversions specific to the client’s commercial objectives.

Graphics and icons used to promote specific campaigns were also created (above: icons created to promote MSG’s upcoming Rugby tour to Japan) and displayed on the website as well as for use in any related promotional activities across web and print to ensure total brand consistency.

Speaking of print…

MSG Tours also required a new brochure as part of a targeted campaign promoting to schools and colleges across the UK. The objectives behind the campaign were identified in collaborations with the team to create a successful marketing asset, particularly when it came to demonstrating the company’s ethos and core offerings to audiences unfamiliar with the brand

Working in close collaboration with the sales and operations team at MSG, an overall structure for the brochure was established, taking into consideration the most effective and engaging ways to display content across the 32-page format. It was extremely important to create a brochure that not only reflected the brand, but also successfully communicated the right messaging and information in all the right ways to relevant audiences.

Whilst it was important to maintain much of MSG’s existing brand style and tone, a refresh was applied across all creative assets to help increase the impact of all subsequent marketing activities. This was not a rebrand — but rather an evolution that would easily sit alongside the company’s current marketing strategy, while at the same time take the brand forward in a cleaner, more contemporary fashion.

Results and soaring successes

Since the release of the new brochure and changes across MSG’s website — as well as further marketing changes implemented across social media — traffic to the website has consistently increased on a monthly basis.