THE CLIENT
Neckermann was one of the original pioneers of affordable package holidays in Germany. The new owner, Anex Tours, worked with us to review the brand and plan launch activity. Guided by our brand strategy principles, we began with a commissioned piece of research to test awareness, perceptions and explore opportunities.
THE CHALLENGE
As a new name in the UK with a strong German heritage, the brand needed a strategy to establish awareness, address perceptions, and differentiate itself in a competitive market.
OUR SOLUTION
We partnered with Opinium to test awareness, perceptions, and audience needs. The insights shaped a brand positioning focused on families, couples, and friends - underpinned by flexibility and standout appeal.
CREATIVE SOLUTION
Rather than shy away from the name, we embraced Neckermann as a unique asset. A refreshed logo heroed the distinctive ‘NN’, creating an instantly recognisable brand mark designed to cut through and build recognition.
“Accord’s approach has involved not just planning our launch campaign but also developing a bold new brand for the long-term. I’ve been impressed with their strategic, evidence-based approach, their boldness and their creativity.”
Andrew Baker
Director, Neckermann Travel UK