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MAEVA (PIERRE & VACANCES GROUP) – 2014 – 2016
BRAND STRATEGY & MARKETING PLAN
BRAND & INDENTITY PLATFORM
PROPRIETARY E-COMMERCE WEBSITE & MANAGEMENT PLATFORM
Tourism as a sector is evolving dramatically both because of the amazing development of services and tools and the shift in lifestyle of persons expecting new outcomes for the value they spend:
e-tourism changes how people prepare and look information up for their travel,
m-tourism relates on how mobility has changed in terms of content and services
and social tourism portrays how travelers share their trip with others.
In 2014, the Pierre & Vacances group decided to re-invent the MAEVA brand through community-based board & lodging tourism and a service package strategy. Nolaho was instrumental in leading an in-depth introspection about what the new brand placement meant for their brand identity: sparkling, optimistic, conquering and wonderfully complicit, all in all a powerful statement befitting such an integral marketing overhaul.
The new team was structured much like a start-up and, with nolaho providing the guidelines, it created a site-based concept and a booking platform connecting renters and owners. This fused the convenience and responsiveness of a digital journey with the real-world, reassuring modern physical journey.
Rejuvenated the MAEVA brand identity,
Developed a service package
and strategically positionned the brand
as a trusted partner for both owners and guests to:
– Increase owner security and reassure them
thanks to the expertise of a strong local team
with a lot of experience in tourism retail,
– Enhance guest experience through
access to services with sought-after added value,
Repositionned MAEVA as a self-standing Business line
for the Group on target for the 2016 business year.