Daniels + Roberts was engaged to increase brand relevance, recognition, recall AND generate revenue. We quickly embarked on a series of studies utilizing of trade off methodologies, quantitative studies to validate prior perceptions of the target prospect and choice attributes. The findings provided substantiated data that could not be more opposite than originally thought. The Brand and creative direction was reconsidered with the new insights. Media choices were derived from the analysis.
Since 2007, the average annual sales growth exceeds 25%. In 2014 Travelpro was named product of the year (TGA – Travel Goods Association)