Helloworld claims “strong” brand awareness

The agency group says results claiming brand awareness at just 11% is skewed.

Helloworld has sought to prove prompted brand awareness amongst Australians aged 25+ has climbed to 34%, 24 months after launch.

The latest research, conducted independently of Roy Morgan by global group GFK which have been running research for the group since pre brand launch, reveals the latest boost follows November 2014 statistics which put Helloworld brand awareness at 26% which is double that of earlier results in May 2014 which garnered a 10% recognition.

“Our focus is on building a powerhouse brand,” Helloworld outgoing ceo Elizabeth Gaines said.

“The ongoing significant increases in awareness amongst consumers looking to travel is strong reinforcement of our approach and we will continue to strategically deploy marketing funds to drive this growth.”

The latest survey results was derived from Australians looking to travel within the next 12 months, instead of statistics revealed by Roy Morgan Travel Agent Monitor at a travel conference last week which showed brand awareness for the agency group was just 11%.

The figure, the group claims, was based on Roy Morgan research conducted from Australians aged 14+ over a 12 month period from March 2014 – although having launched in mid-2013, Helloworld says it was taken only a month into its consumer launch, thereby skewing the results.

“Awareness at the start of the study was negligible and this will skew the aggregate result. Both studies show an overall consistent increase in awareness for the brand,” the group said.

“Most importantly, our research is with 1200 pre-qualified respondents who intend to travel within the next 12 months, who are the key decision makers in the travel process, and who are 25 years or older,” Gaines said.

Gaines added that Helloworld has a regular tracking study in place to measure the awareness, health and effectiveness of its brand.

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Latest comments

Clair Voyant says:
July 14, 2015 at 5:27 pm
Despite the Survey arranged by Helloworld as promoted by Ms Gaines, in my travels through NSW and QLD I do not see a profusion of branded shops, certainly far fewer than previously as Harvey World, Jetset etc .Are they counting the affiliates with their minor reference to Helloworld in their individual branding. So sad after those wonderful Groups which were household names. I agree consolidation was necessary in the current and changing environment but Helloworld is almost a joke in name, sorry John Laws, and store presentation and advertising is very bland-look at Flight Centre’s dynamic new look.
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Nicolas Delacharlerie says:
July 13, 2015 at 12:24 pm
Such a con artist behavior. Who wants to join a network that asks you to sign a confidentiality agreement before you can see the franchise agreement!! There has to be something dishonest, or something to be hidden!!
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