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CHALLENGE
Refresh and re-activate the Emergency Assistance Plus (EA+) travel services brand with a clear articulation of the EA+ difference to consumers; generate more calls, applications, enrollment.
ACTION
LightForce Marketing was hired to refresh the successful 20-year-old EA+ consumer services brand, provide the copy and design, and support the production and launch of a new EA+ website.
In articulating the brand’s promise, we elevated the value proposition from specific features and attributes of EA+ to what consumers really want – the freedom to travel with confidence – and translated it into a website with improved usability, demand generation and brand differentiation.
TACTICS
Positioning/brand foundation, brand anthem, key messaging, website mapping, PDF concepts, copywriting and editing; testimonials, FAQs; digital production oversight.
INSIGHT
Ladder up from attributes to create emotional connections. That's what creates relevance and moves people to action.
RESULTS
Delivered an effective branded website in less than 90 days.
Specific EA+ campaign results are proprietary and not available.
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