Reed & Mackay choose Chapter to take on the world

Travel management company Reed & Mackay has hired Chapter to manage its communications.

Travel management company Reed & Mackay have enlisted the help of Chapter to reinforce its position as a global brand.

Already an established UK player, Reed & Mackay is now boosting its presence overseas and cementing its reputation as an international business. To support the brand's ambitions, Chapter were invited to rethink everything – from defining a new brand strategy to a whole new look and feel. Chapter was then tasked with an extensive roll-out across all communications, both internal and external.

Victoria Berwick, global marketing director at Reed & Mackay, said: “We wanted Chapter to review our brand from the ground up and prepare us for the future. The Chapter team took us through a comprehensive process, from boardroom to frontline. Their in-depth approach revealed many stories of substance that helped us to articulate our business values and resulted in a clear brand truth – we can do the impossible.”

Extensive insight research uncovered a wealth of evidence that clearly demonstrated a considerable dedication to service – one that went way beyond expectations. This led Chapter to the creation of a simple, yet powerful, proposition – ‘Extraordinary Travel Management’.

Juliette Keaveney, Chapter head, said: “The team at Reed & Mackay has an amazing can-do attitude – nothing phases them. Once we discovered that, we knew we had to bring it to life through the incredible stories we had uncovered. Extraordinary Travel Management is more than a genuine and ownable promise, it transcends cultures and languages. It’s what every business traveller wants and it gives Reed & Mackay a highly credible platform to build upon – no matter where in the world they are.”

Chapter is part of The Mission Marketing Group plc (the mission™), the marketing communications and advertising group including April Six, April Six Proof, bigdog, Bray Leino, Ethology, Mongoose, RJW & Partners, RLA, Robson Brown, Solaris, Speed, Splash, Story and ThinkBDW.

Michael Feeley

Michael Feeley is The Drum Network's consultant journalist, advising and assisting member agencies on their editorial submissions and contributions to The Drum.

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