London group Volcano has created the brand identity for Global Business Pass, an innovative corporate travel scheme that launched in the UK last week.
Developed by the newly launched Royal Ocean Corporation, the concept offers European business travellers five years’ worth of air travel to and within North America on Delta Air Lines and other Sky Team member airlines for $55 000 (£30 000).
A similar arrangement with Marriott International provides hotel accommodation for the same period for $5000 (£2700).
Tony Forster, chief executive of Royal Ocean Corporation’s services arm, says he and group chairman John Bintliff developed the programme in response to escalating business travel costs.
‘They’ve done nothing but rise and rise,’ he says, estimating that premium-class air fares increase by between 25 and 65 per cent every five years. Forster claims that Global Business Pass members stand to save up to 50 per cent on transatlantic business travel.
Briefed to communicate the idea that the scheme is ‘air travel with savings’, Volcano has designed a ‘clean and simple’ visual and verbal identity that can be married to the Delta Air Lines and Marriott brands, says consultancy chairman Andy Hill.
Applications include communications materials, corporate website www.globalpass.bm and reservations website www.globalpass.co.uk, which is designed and managed by French group ADP.
Vocano was appointed to the project, worth a £25 000 fee, on the basis of its existing relationship with Blintliff. Hill and designer Sasha Westbrooke were creative leads.
Royal Ocean will issue 4000 Global Business Passes in the UK before rolling out in Germany.