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    Flight Centre and VML launch Envoyage B2B brand

    Flight Centre Travel Group has engaged VML to establish the brand identity of its new unified global B2B brand, Envoyage, slated for rollout throughout 2024 and into 2025.

    FCTG enlisted the agency to develop an identity that reflects the cohesiveness of the independent global travel agent network under the Envoyage umbrella, previously spanning multiple brands to varying degrees of recognition.

    Under the brand missive to “fuel journeys of a lifetime,” the brand has put forward a a B2B proposition focused on “future-proofing your business for tomorrow’s demand and growing global complexity.”

    Its core focus will be providing innovative and reliable tools and systems for independent operators.

    Danielle Galloway, FCTG’s managing director of luxury and independent brands, described Envoyage as the culmination of market research, industry consultation and in-depth design.

    She described the new brand proposition as “compelling, memorable and versatile.”

    “Our research tells us Envoyage conjures up a sense of aspiration, a feeling of security and an immediate association with travel and personalisation, so it truly embodies everything our independent division is about.

    “Being part of Envoyage will offer travel advisors the best of both worlds – the freedom of running their own business their way, coupled with the power of a truly global brand and community.”

    Alison Tilling, VML’s chief strategy officer, said that as a B2B brand “it was important Envoyage was positioned as a support.

    “The Flight Centre independent agents and agencies are the heroes, we wanted this connected brand to herald the ecosystem and offer global growth opportunities to each individual business.”

    VML was introduced in October last year after WPP announced the merger of Wunderman Thompson and VMLY&R. Its APAC leadership team was unveiled in December, with Audrey Kuah and Yi-Chung Tay named co-chief executive officers.

    See also: VML unveils its new APAC market leadership team


    Client: Flight Centre Travel Group 
    Global leisure CEO: James Kavanagh
    Global managing director luxury and independent brands: Danielle Galloway
    Global chief operations officer: Astrid Richardson
    Global head of brand and marketing: Allie Sparr

    Agency: VML 
    Chief strategy officer: Alison Tilling 
    Strategy director: Alan Patterson 
    Managing director: Johan Borg 
    Managing partner: Kath Chen 
    Account director: Leanne Keogh 
    Creative director: Kieran Moroney 
    Senior copywriter: Blair Panozza 
    Senior art director: Mick Pollard 
    Design director: Elliot Owen

    The post Flight Centre and VML launch Envoyage B2B brand appeared first on Mediaweek.

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