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.
Brand discovery
Brand positioning
Creative development
Campaign delivery
Brand discovery
As a new name to the UK market, with a distinctly German feel, we worked with strategic insight agency Opinium to test people’s responses and gauge the challenges we might face. The research also led to segmentation and positioning geared around the need to focus on families, couples and friends, with a flexible and distinctive brand platform designed to grab their attention.
Creative development
Through our research, we learned how important it was to address consumer reactions to the name. Our solution was to proudly embrace ‘Neckermann’ as a distinctive brand property. We developed a new logo, drawing particular attention to the distinctive ‘NN’ feature, making this a key element in its own right, ready to make headlines instantly recognisable.
“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