Reed & Mackay choose Chapter to take on the world

By Michael Feeley | Founder and chief exec

Chapter

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October 4, 2017 | 2 min read

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.”

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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.

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