Year 2018

Location : Australia & New Zealand

Strategic Pillar : Market repositioning & commercial transformation

Repositioning a specialist travel brand following acquisition and channel dislocation

Problem

A specialist travel brand in Australia and New Zealand experienced strategic drift following acquisition by a larger travel group. Its legacy strength in tailor-made travel and retail distribution weakened as channel focus shifted, positioning became less distinct, and market perception moved away from the premium segment the business was best placed to lead. The core problem was not awareness alone. It was a broader misalignment between brand, product, channel strategy, and market execution.

Our role

Hartmann Advisory led a multi-purpose transformation across distribution strategy, commercial frameworks, brand repositioning, product architecture, and trade engagement

Scope

• Re-establishing retail as a strategic growth
  channel
• Strengthening the brands premium and tailormade positioning
• Improving alignment across proposition,
  product, and market narrative
• Reshaping partnership and channel
  arrangements to support credibility and demand
• Rebuilding trade engagement across key retail
  networks and consortia

Outcome

The transformation restored and strengthened national retail distribution and contributed to multiple national travel industry awards, including Best Product and Best Wholesaler over three consecutive years. It repositioned the business as a leading premium tailor-made travel brand in the ANZ market. The result was stronger alignment between brand, channel, and commercial execution, creating a more defensible platform for long-term growth.