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FCM launch travel-buddy chatbot with help from Underscore agency


By Jessica Davis | Consultant Journalist

February 20, 2017 | 2 min read

FCM Travel Solutions, a travel management company headquartered in Brisbane, have launched an AI pocket travel assistant set to make waves at the Business Travel Show 2017 in London this week, thanks to assistance from design and branding agency Underscore.

The chatbot was created to to offer corporate travellers a seamless end-to-end experience via a conversational interface to answer questions, anticipate needs, make recommendations and perform actions. As a highly interactive and travel-savvy creation, Sam:] – the 'Smart Assistance for Mobile' – picks up on cues such as travel patterns and preferences and updates travellers accordingly, gathering more personal information as the user travels.

Sam:] lead designer, Marc Blanes, said of the creation: “Sam:] the brand empowers everything that Sam:] is and does. It’s clean, slick, simple and clear. The design language features a playful combination of ownable imagery, bold blocks of blue, iconic faces and personal messaging to create curiosity behind who Sam:] is and where audiences can meet the mysterious personality that’s set to change the way we travel.”

Rachael Bradley, strategic brand manager at Underscore, stated: “Many brands are investing in bots but if we want to ensure adoption we need to build trust and relevance. This is something we kept at the forefront of our thinking, across everything from the way Sam:] spoke, looked and felt; it was intentionally personal, playful and relevant to a new age of travellers."

The new Sam:] branding will launch at the Business Travel Show at London Olympia on Feb 22 and 23, where over 7700 professionals and 270 business travel exhibitors including airlines, accommodation providers, ground transportation, technology providers and TMCs, will attend.

Underscore is a design and branding agency based in London.

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