Despite being a major global player in the travel industry, Flight Centre was conscious about adapting its brand & its travel offering to the Singapore market when it established it expanded its presence here. Tangible was engaged to help it understand travel buying behaviour among consumer segments in Singapore & apply these insights to sharpen their brand’s marketing, product offer & channel experience.
Marketing & Communications
We wanted Flight Centre’s global Unbeatable marketing message to be understood beyond price terms in Singapore. This proposition was translated into new brand attributes & brand messages for the Singapore market.
People & Culture
We engaged the Flight centre team in developing a new product development approach based on consumer segment insights & identify opportunities to create a more seamless customer experience across online & offline store channels.
Products & Services
A new menu for categorizing & showcasing the diversity of its travel products was developed for application on its website & marketing materials. New travel products were created to offer customers greater flexibility in customizing their holidays through add-ons & rewarding customers with complimentary activities.
Spaces & Places
To counter the threat of online travel portals & leverage the customer service advantage Flight Centre agents can offer, we reviewed the customer journey & defined opportunities to enhance the customer buying experience – through new features on the website & by defining how the website, retail store & phone channels can work together.