brand electioneering

 

Client: Seghire

Challenge

Brand Electioneering were briefed by Seghire Holdings, Europe’s largest supplier of Segway based entertainment services, to undertake a segmentation analysis and re-branding of their business. We were also tasked with developing a marketing strategy to support the next phase of growth for this dynamic and fast growing company.

Solution

The segmentation analysis revealed that the business has four distinct revenue streams, which are derived from four product areas and four separate audience groups. Our strategic recommendation was to develop an overarching brand look and feel and to deploy this across four separate brand marks, which correspond to the areas of future business and audience focus.

Segways, are high tech electric personal transporters which offer a unique and adrenalin filled riding experience. At the same time, Segways are the most sustainable and environmentally friendly form of personal transport on the planet. Both these diverse aspects of the Segway entertainment experience had to be implicit in the brand architecture while an image of a Segway was required to be incorporated into the branding marks in order to clearly communicate the nature of the offering.

A dynamic, bright and fun illustrative style was chosen for the branding, and a bespoke typeface was developed which represented the essence of the brand, ‘exhilarating personal freedom.’

Brand Electioneering devised a communications plan, which included a new website with enhanced functionality, video riding tips and an online booking facilitiy. This was supported by a Social Media campaign via selective Blogs and Social Networks, targeting young, thrill seeking adults alongside an email marketing push to a database of historic Seghire customers both Corporate and individuals.

Results

The re-branding, relaunch and support activity are currently live, results TBC.

 

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