Helloworld says transparency is key
Helloworld has said one of the most crucial lessons it learned from launching the brand 18 months ago was to be transparent in the consolidation of its four retail brands.
Chief marketing officer Kim Portrate admitted Helloworld had fallen into the same trap as many companies undergoing change and kept details of the overhaul secret.
A more open policy will see ideas flow from “the most unusual of places”, Portrate said.
“Many businesses, and probably mine was the same, are all about wanting only certain people to know. But that’s flawed logic,” she said.
“Stealth and secrecy will be triumphed by transparency and openness all the time. If you let go of stealth and secrecy you will get a better brand because knowledge will come to you in the most unusual of places.”
Portrate, speaking at Mumbrella’s Travel Marketing Summit, revealed the rebrand involved 390,000 hours of conversation and 195,000 hours of planning.
She said $40 million has been invested in the rebrand, with 1000 retail stores now part of the franchise network.
“Are we seeing a strong brand awareness and recognition? It’s growing and we’re really pleased with where we have gotten to in a short space of time. Is the job done? No.”
While the transition ended in July last year, Portrate said by no means was it over.
“The numbers are stronger than we thought they’d be,” Portrate said.
The customer base has changed following the rebrand, with an influx of younger customers into physical stores, Portrate added.
“If people are going to go to a travel agent it needs to be collaborative, I agree with (Flight Centre’s) Keith Stanley about being invited in,” she said.
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