Olivia
When Olivia decided to embark on an aggressive growth strategy, the travel brand turned to Groove 11 to expand their brand promise.
Groove 11 is a brand experience agency. We have an unshakable belief in the power of meaningful, sustainable brand relationships. To develop these, we architect conversations that create unforgettable emotional experiences, inspiring audiences to feel, learn, do, or be.
Insights
Olivia had been in the travel industry for 30 years, with revenues hovering around $6M. Company leadership realized Olivia owned the market they were already in [lesbian travel], but had only tapped into 10% of it. Yet a travel-focused business can only grow so far and research showed the audience was hungry for more of the brand. Olivia decided to expand into a lifestyle brand people could take into all facets of their lives, at all stages of their lives – not just vacation.
Architecture
Using focus groups to develop new product line positioning and features, Groove developed a three-year strategic plan, a platform to articulate the brand experience, a naming architecture that leveraged the strength of the existing brand, and key messaging. With this foundation, Olivia was able to expand into several new business areas: Olivia Membership, Olivia Living, Olivia Media, and Olivia Gear.
Impact
- Solidified customer loyalty while attracting new customers through new lines of business
- Expanded into Olivia Membership, Olivia Living, Olivia Media, and Olivia Gear
- The company grew from $6M to $25M in five years